The Research On Exported Brand Strategy Of Chongqing MX Automobile Company

From some perspectives, the process of economic growth of a state is as well as the development of the homegrown brands. Good brands play a very important role in the modern economy. Comparing with the world-class brands in some developed countries, the internationalization of Chinese enterprises brand has just begun, the proportion of overseas sales is still very low and the degree of brand internationalization is far from adequate. Therefore, cultivating and developing own-brands, as well as promoting export growth, become more and more important. When the trade surplus in our foreign trade reached 262.2 billion US dollars in 2007, it is worth for us to further research on participating in international economy at a higher level. To china, there is a long way to go in the terms of brands, innovation and homegrown intellectual property rights.My research firstly summarizes the current development of the brands home and abroad and the differences between them. It tells us that if there is a lack of its own brands and autonomy technology, even we produce more cars, sell more cars or consume more cars, China is still not a car power. The major portion of China's vehicle export should adhere to their own brands or products with independent intellectual property rights. Secondly my research analyzes the brands development difficulties and the reason, the impact of lack age of good brands of the private sectors through Brands Principle, Market Principle, Enterprise Strategy Principle, Auto Industry development Principle, and International Trade Principle. Thirdly, my research demonstrates the difficulties and problems through SWOT. Furthermore, my research provides specific methods to the private sector to guide them how to build up homegrown brands as well as to provide principle and strategy to Chongqing MX company which is able to improve its international competitive advantage in the global market.My research give a investigation and analysis of the situation of the development of China's brand and the development gap between domestic and foreign brands, and collect and compare domestic and foreign theories in related fields, and eventually a relatively feasible and effective analysis and design method, which is for export brand creation and the international development strategy of autonomous brands, would be formed. And then it would provide a practical way for domestic private sectors to develop the international market, as well as nurture and develop their own brands. Through the methods and strategy, the research is a guide and a reference to the private sectors who are paticipating the international competition.