Research On Brand Management Strategy Of International Marketing In Chinese Enterprises

With economic globalization and China's WTO accession and the growing economic links with the world and the region, Chinese enterprises have been fierce competition in international markets. It means that products of our country will encounter more of the impact of imported products, and we must go abroad to seize the international market share. Therefore China's enterprises must carry out international marketing. International marketing in the enterprise is playing an increasingly important role. Enterprises in international marketing can not only expand foreign markets and earn foreign exchange, but also attract foreign investment and study advanced science, technology and management experience from abroad.International Marketing is an extension of domestic marketing on the international market. Chinese enterprises still have to acquire accurate market information and receive more and more customers'recognition, so the greater the market, and the greater the risk of marketing. At present, one of the main marketing strategies of many enterprises is brand strategy, and product competition at the last has been turned into the contest between the brands. Successful brands, especially the international well-known brands, represent significant and lasting competitive advantage. Our win in global completion depends largely on whether Chinese enterprises can practice the correct and effective brand strategy or not and it is related to the development of China's national economic and the improvement of general competitiveness. So research on brand strategy of international marketing in Chinese enterprises has theoretical and practical significance.This thesis provided a theoretical basis for implementing an international brand strategy in Chinese enterprises through expounding international marketing models, brand content, brand equity theory and strategic brand management process. The author also proposed the creation of own brand strategy, brand mergers and acquisitions strategy and co-branding strategy and stressed the importance of the brand protection strategies after creating an international brand by analyzing current situation of international marketing in Chinese enterprises and the actual marketing case.