"short-lived Phenomenon Of The China Brand Research

The 21st century is the time of brand competition, only those who own brands can be the victors of competition. With the background of globalization, lots of famous international companies are carving up the world market on the basis of their brand advantages. Chinese market is one of the great markets which are focused by international companies. More and more foreign companies are swarming into China. Facing with this situation , only through building mighty brand can Chinese brands became victors.Facing with drastic competition , the actuality of Chinese brands is worried .Many brands vanished fast like a falling star. Are Chinese brands ephemeral forever? Combining theory and practice, the paper probes into the ephemeral brand phenomenon, which attracts the attention of more and more enterprises and the theoretical world in China.The paper is composed of five chapters arranged as the followings.Chapter one explains the sense of the paper and study actuality in home and abroad.In chapter two,the paper cites "Ju ren" "San zhu" and "Qin chi"and presents problems.Then the paper deeply analyses the reasons that lead to short life-span from the market level .the consumer level and the enterprise level .The reason in the market level is that the history of market economy in China is too short. The reason in the consumer level is that the consumers are not mature. The reason in the enterprise level is that the products have flaws and the brand management exists misuse.In chapter three,the paper presents corresponding strategies from the government level the consumer level and the enterprise level .The strategy from the government level is that accelerate the economy development and create a good environment for Chinese brands. The strategy from the consumer level is that the consumption of the consumer should become more mature than before and the consumers should participate in the compaign actively to hit all flaws. The strategy from the enterprise level is that enforce brand management.In chapter four,the paper will present a vitality model that fits the practice of our brands at the basis of the former models.In chapter five,the paper gives conclutions and problems which needs deeper studies.