Advancing The Core-competitiveness Of Chinese Foreign-trade Enterprises, By Brand-strategy's Implement

Along with China's entry into WTO, Our foreign trade has expanded greatly in recent years. According to the Custom's statistics, Chinese national import and export value totaled 2000 billion US dollars, China has evolved to an extremely attractive and realistic big foreign trade country in the global context.However, the export about intellectual property right which only take up to 15% of our export total, occupies insignificant proportion of China's export amount. No Chinese brand has ever made it big in the international market. And even Chinese exports are hardly uncommon in the "top valuable brands in the world". But a Chinese company exporting under its own brand name is. Brand China's foreign trade volume is not only rare, reputation and brand value are also low. At present the majority of Chinese foreign trade enterprises still rely on low-cost, low-price advantage in foreign trade production of low value-added products, not only can not bring in huge excess profits, but lead to frequent international trade friction, apparently can not keep up with the times and international competition requirements. Contrast, well-known brands on the international market, with its strong brand accounted for more than 35% of international market share. This steady development of China's foreign trade has far-reaching negative impact. How to create a Chinese brand on the international market, China's foreign trade enterprises to upgrade the core competitiveness is the urgent need to solve our country's foreign trade enterprises as a strategic issue.Based on the "brand management as the core competitiveness of enterprises" of the feasibility analysis, in-depth study of foreign trade enterprises in China brand strategy implementation, according to a unique environment for the development of foreign trade enterprises and the target market, the problems presented truthfully. Through theoretical and empirical comparative analysis, economics favor to the Chinese foreign trade enterprises to avoid trade friction, improve value-added products, to provide long-term healthy development of the reference. Foreign trade enterprises from micro demonstrated how to grasp their unique customer groups and trade environment, from strategic planning, brand positioning, brand marketing and brand management, protection and other aspects, methodical implementation of brand strategy and plan. And the macro policy environment and economic environment in conducting empirical analysis. Final conclusion as soon as China's foreign trade enterprises must carry out brand strategy, and actively build the brand in China's foreign trade in order to avoid trade friction from the root to open up international markets, continuous and stable development.