Based On The National Brand "made In China"

In the era of economic globalization, the international division of labor becomes much deeper and broader, and global allocation of resources has well developed. The competition among nation-states gradually transform to their ability to utilize global resources. States with a good country image have significant competitive advantages on attracting foreign investment and international visitors as well as increasing the product market share in the international market. Many practices show that the nation-state can promote a positive image by nation branding.This dissertation has in detail studied the Chinese exports labeled by "Made in China" both of the size and structure, and concludes the position of China's export industry in the international division of labor. This position is a very important reason for the China's negative country image. Export is the main way for China to enter the international market, so international consumers' thoughts and impression about Chinese exports have significant effect on the China's country image. Those thoughts and impression are the important part of China's country image .Then, through analyzing "the Credit Crisis of Chinese Exports",the paper does a research of the reasons for negative perspectives on the Chinese exports. Firstly, China's negative country image badly hurts the confidence of consumer on Chinese products, which has negative effects on Chinese products entering new markets.Secondly,China's disadvantage on the international information transmission places China's exports in a tough public relationship , and makes it can be easily influenced by the international media. Therefore, the paper draws the conclusion that China can promote the country image by nation branding to help the Chinese exports develop the competitive advantage .Finally, the paper proposes the relevant countermeasures to upgrading China's country image both in a macro and micro level.