Multinational Chinese Market Brand Marketing Strategy Analysis And Reference

With the coming of the globalization, the principle part of marketing have been transferred from corporation to brand, brand management have been becoming the key decisive point of company development. Brand power have been the dramatically part of core competitive ability of company, consisting with the core competitive ability.The power of brand have the permanent ,unique appealing power differentiating with the competitors efficiently , could offer customer even more ,not easily substituted releasing value. Especially in the complicated changing and dynamic competitive environment ,understanding and managing the brand of company becoming the key issue of marketing strategy and strengthen the core ability of corporation.The thesis focusing on the development of branding development status in Chinese corporation, analyzed the 2 branding development cases of Philips and Ikea in emphasis and their brand strategy management and successful experiences of branding marketing.Deeply analyze the successful experiences of the brand marketing strategy and brand positioning, brand innovation, brand extending and brand culture of multinational corporation in Chinese market. Through the experiences and analysis, combining with the brand management theory , put forward the direction and strategy of local brand marketing.In the present furious competition of market , if the local brand aim at success, should develop"5 big abilities": finance,marketing,management,strategy and leadership all should be upgraded .Promptly improve the innovation ability ,fix on the core business of corporation, shaping the enterprise culture; furthermore confirm the core value of brand, form the CI ; make out the accurate positioning ,found the long term brand strategy; establish brand managing organization, integrate the marketing and branding. Keep on consistently branding investment.Local brands of Chinese corporation usually are lack of a clear brand positioning or after finishing the positioning , blindly brand extending,...