Foreign Trade Enterprises In China Brand Strategy Research

Facing international economic developments in the situation, facingintense competition in international markets, facing challenges from othercountries in the 21st century, what is the way out for Chinese foreign tradeenterprises? After more than 20 years of reform and development, it has beenproven in practice that Chinese foreign trade enterprises must implementbrand strategy to expand exports and create more foreign exchange for thecountry. Chinese foreign trade enterprises must develop its own brand-nameproducts so as to survive in the complicated domestic and internationalmarkets, and to play a leading role in national economic development.Beginning with the background of the Chinese foreign trade enterprises'implementing brand strategy, this article stated the purpose and significanceof this subject. In the second chapter, it described the meaning of brand,analyzing brand identity. Then, it introduced the concept of brand strategy indetail, illustrating the scope of brand strategy, and the operation andapplication of brand strategy. Chapter Three analyzed Chinese foreign tradeindustry by ways of Porter's Five Forces and SWOT, representing thesituation of brand marketing in Chinese foreign trade. Chapter Four showedthe problems and reasons of brand strategy of Chinese foreign tradeenterprises. Finally, from the specific measures and strategic measures, itdiscussed the countermeasures of implementing brand strategy for Chineseforeign trade enterprises.