Study On The International Communication Of Chinese Independent Brands

By the end of 2008, websites in China has reached more than 28,780,000. The internet turns to be the most frequently-used source to get information. Among all kinds of websites, the enterprise websites occupies 60% of the total amount. As an important part, they have much superiority: suitable network resource, capacity of their own user groups, as well as formidable fund as backing. The enterprise website constituted another world on internet.As the speeding-up in the steps of the Open-up, Chinese enterprises and Independent brands s urgently need to join the international market. To meet the needs of the developing socialist modernization, the independent brands hold a prominent strategic position. However, due to the international communication of them is still in its infancy, the economic development backwardness, and the independently innovation of the enterprise fails; Independent enterprises and brands'development and the promotion fall behind the world-famous brands'obviously. Chinese brands are still inferior to the international ones. Adaptable international communication is of great importance. The time of internet is coming, which decides the websites will be an essential weapon. This is not only an important topic in new media time, but a must way Chinese independent brands should take.Based on this, the research on Chinese independent brands'foreign language version of enterprise websites is timely and important. The research combines theories in mass communication, marketing and psychology, conducts in an empirical way. Because the foreign language versions are numerous and the condition limits, the thesis choose the most common and foundational version—English version as my subject investigated. The research is to study English version's construction; to find out the problems may exist, and then propose the suggestions and the countermeasures. This will help understanding Chinese brand constructional situation.This thesis's basic structure as follows:Introduction is the first part, which summaries the entire content and analysis the thread through it.The first and second chapters sum up the theories, introducing the related concepts on enterprise website and the independent brand; including independent brands'development and strategic background.The third chapter is an analysis. 50 well-known Chinese export-oriented independent brands are selected. The research is on English version of the 50 enterprise websites'home page. The variables are construction, contents, interactive methods, online promotion and website characteristic and so on. Then analysis on the statistical variables and discussion are made.The fourth chapter compares foreign language version of the domestic and foreign well-known brand's construction. Three Chinese well-known brands (Lenovo, Geely and Seven-wolves) and two overseas well-known brands (Coca-Cola and Dell) are chosen to study separately, analyzing on their online promotion and the website characteristics. For reference to Chinese brand.The fifth chapter summarizes the English version of Chinese independent brands'websites questions and proposes the countermeasures.