The Strategy Of Establishment And Maintenance Of Chinese Enterprises' International Brand

In 2006, the total imports and exports of our country had already achieved 1758 000 million yuan. The exports was about 963 000 million yuan, the imports wasalmost 795 000 million yuan. Each target had located the number third in theworld. This indicates that our country has become a big trade country. But ourcountry is not a powerful nation in trade, only a small country in the internationalbrand market. Therefore, Chinese enterprises are weakness in internationalcompetition.In the new century, the economics and trade environment of the domestic andforeign have been changing tremendously. Our country examined the question,which exists in the foreign trade development, from the strategy and made newstrategic choice——establishing international brand strategy. So the author writesthis paper from this point.This article is divided into five big chapters from the structure. Main content asfollows:First chapter, Introduction. Firstly, it introduces the meaning of the brand andthe international brand. Secondly, it narrates five characteristics which theinternational brand should have: a higher international well-knowingness; veryhigh international prestige; the huge economic value; higher international marketshare and globalization degree; the brand culture and the product culture have thehigh international fusion. Thirdly, it points out our enterprises to establish theinternational brand is significant, that is to say, the establishment of internationalbrand can make the enterprise seize more international market share; to demonstratethe strength of the enterprises, to enhance the influence of the enterprise in theinternational market; to bring the bigger management profit for the enterprises; toenhance the scale effect in the economies of the enterprise; to gather the outstandingstaff and to inspire the staff activity and enhance the employee loyalty. Second chapter, Establishing international brand to enhance the internationalcompetition strength for Chinese enterprises. This chapter analyzes the originaltheory of the competitive advantage, and points out the comparison superiority ofChinese enterprises at present. Namely, the technical superiority and the costsuperiority of labor force. The Chinese enterprises may use this superiority toestablish the international brand and greatly enhance their international competitionstrength. Then it analyzes the present situation and the flaw of the internationalcompetition strength of Chinese enterprises in establishing brand. Finally, it analysisthe relations about establishing the international brand to enhance the competitiveability of Chinese enterprises.Third chapter, The present situation and existence question of internationalbrand in Chinese enterprises. Firstly, it analysis the achievement which theChinese enterprises obtain in international brand construction, and it also points outthe disparity between Chinese enterprises and the overseas. Then it summarizes theexistence question of Chinese enterprises in establishing international brand.namely, the brand consciousness is faint, the idea is obsolete; locating the brand isimproper and lacking the long term plan; the brand morals are not good, lackingthe fine international reputation and the loyalty; the propaganda method of the brandis rough and unitary; brand management is backwardness; the deficiently of fund andthe talented person is restricting the establishment of international brand.Fourth chapter, The strategy analysis of establishing international brand inChinese enterprises. It is key part of this paper. Firstly, it proposes the basicpattern of the Chinese enterprises to cultivate the basic pattern the internationalbrand, namely, saling domestic manufacture in goal market and local productionand sales pattern. It analysis the two kind of patterns from the theory, and it supportsthe second pattern. Next, it specifically analyzes the concrete plan of the Chineseenterprise to establish the international brand, namely, raising the brandconsciousness; creating the remarkable product quality; good brand naming;enlarging the investment of the enterprise's researching and development, making the enterprise own core technology; localization strategy; with the aid of thesignificant international events to raise the international brand; government's plan inmacroscopic strategy.Fifth chapter, The international brand maintenance of Chinese enterprises. Theestablishment of the brand is difficult, but protecting the brand is more difficult.How could the Chinese enterprises make international brand which alreadyestablished to grow stronger and live longer. This is a not easy matter to anyenterprise all. This chapter mainly uses the methods to protect the internationalbrand from the legal, the enterprise and government's routine maintenance, and itproduces the corresponding countermeasure.