Research On International Brand Strategy Of Chinese Enterprises

In the background of economic globalization and rapid development of information technology, the domestic competition is becoming increasingly international and international competition is becoming domestic. If Chinese enterprises want to survive and develop in the fierce competitions, they must raise brand-building up to a strategic position, participate in international competition actively and implement international brand strategy. Currently, only few Chinese enterprises successed to be internationally renowned brands industries, while there are much more enterprises that are not successful in the implementation of the international brand strategy. These enterprises are being in a difficult circumstance with internal and external competition. Many enterprises, which determined to develop abroad, are being eager to understand and study famous international brands strategy, in order to raise their own brands in the international market competitions. This thesis is for the purpose of this study. Based on the study of world-renowned enterprise's brand strategy, and in conjunction with the status and existing problems of Chinese enterprise's current international brand strategy, we learn from world-renowned brands'successful experiences actively and bring forward some countermeasures Chinese enterprises should take in the implementation of international brand strategy. We hope it could be helpful for Chinese enterprises to cope with international market competitions and implement international brand strategy successfully.The content of the thesis is divided into three main parts:First, it's a review of brand and brand strategy theory. The logical relationships between brand, brand strategy and brand policy are clarified by defining brand and brand strategy.Second, it's the research and analysis of China's international brand strategy's status quo, existing problems and the reasons. The status quo is described from the aspects of the position of China's brand in the international market, the grasp of Chinese enterprises to market information, the entry mode, the brand positioning, the brand extension, the brand maintenance of Chinese enterprises'international brand strategy and so on. The problems and reasons, which exist in the process of the establishment and implementation of Chinese enterprises international brand strategy, are also pointed out. In the end, it's the countermeasures research of China's international brand strategy. In view of the problems which exist in the implementation of Chinese enterprises international brand strategy, and in conjunction with the successful experiences of internationally renowned brand enterprises'brand expansion in the international markets, we bring forward some countermeasures Chinese enterprises should take in the implementation of international brand strategy. The countermeasures are specified from the aspects of the international brand strategy planning ,the brand positioning, the brand extension, the brand cross-cultural management ,the brand maintenance, the brand innovation and so on.