Study On Foreign Market Entry Mode Selection Of Chinese Brand Enterprise

In the future, marketing will be the war of the brands, in possession of market share will be much more important than factory, and the only way to possess market share is holding a leading brand. With the deepening of the globalization, the competition of the enterprises is losing the character of localization, and tends towards globalization. Brand's competition is the embodiment of enterprise's competition.With China's entry into WTO, more and more Chinese enterprises enter the international market, started the internationalization management. The most important issue is the selection of foreign market entry mode. Study on foreign market entry mode selection of China's global branding have the important practical significance to the Chinese enterprise's development. The issue of foreign market entry mode origin that impact in world economic globalization to enterprise survival and development and limitation of market as resources disposition method. By reason of researching to this issue is that we understand the core of enterprise brand internationalization, and that treatment to this issue relates the success or failure of enterprise internationalization, therefore, the research on foreign market entry mode attracts lots of scholars.This dissertation integrated the domestic and foreign scholars research results in relevance field, and explained Chinese brand enterprise's selection of foreign market entry mode as point, systematically analyzed the strategy which brand internationalization process should adopt. First the dissertation introduced the selected topic background and the domestic and foreign research tendency; then elaborated the theory comment and basic concept; And analyzed the current condition that Chinese brands enter international market; Based on the study of need international change, divide Chinese brand industry scatter; This dissertation conducts a deep research on mixed mode, and makes a classification based on it. This dissertation classifies the process of China's enterprise internationalization into four stages: preparation stage, foreign market entry stage, expansion stage and experience stage, and the mode selection character of China's enterprises in each stage is described. Mixed mode cast a light to China's enterprises' mode selection. This dissertation researched the strategies of mode selection for three kinds of Chinese enterprise. Based on it, a case study of Chinese multinational's mixed mode selection process is given. The deep research, especially the analysis of application framework and strategy of mixed mode for china's enterprises is an innovation. Finally according to reality of Chinese enterprise, make suggestions on foreign market entry mode.