Chinese Well-known Brands’ Strategies And Their Revelation For Russian Companies

Rapid globalization has posed new challenges to companies all over the world. Companies in developed countries have been able to cope with these challenges and take leading positions in various niches of the global market. Chinese firms over20years accumulated experience in management and technical expertise through OEM/ODM production, then successfully begun to create their own brands, which managed to become leaders in their fields. This dissertation explores the successful strategies of Chinese well-known firms, such as Lenovo and Haier, their solutions of creating competitive brands and later entering the international market.In this thesis the author first examines the current state of brands in Russia and the history of their development, then also studies similar aspect in China. After that, we have studied the history of the creation and development of Lenovo and Haier, have identified several strategies that Russian companies could use to build strong brands in both domestic and foreign markets.From companies, trying to adapt to the domestic market, Haier and Lenovo have developed into enterprises, which have advantages not only in the domestic market, but also in the international market. Haier and Lenovo use some effective strategies, such as high-priced strategy, mergers and acquisitions strategy, glocal strategy, and so on. In the early21st century, the two companies have become leaders in their field, by studying the effective strategies of Haier and Lenovo, the Chinese and foreign companies can learn how to build and manage their own brands.