The Research On Predicament And Strategy In The Brand Internationalization Of Domestic Luggage Industry

Since the1990s, our bag industry has developed rapidly, the production of bags hasoccupied the third of the world, whether productions or exports is the number one in world,and the productions occupy1/3of the wrold, the tendency of branding consumption onbags has became more and more obvious, but until now, China doesn’t form a reallyinternational brand of bag. Based on this, I begin writing this thesis.Through analysising the present situation of domestic luggage industry we found thatits brand internationalization needs two steps to realize: the stage of building own brandand brand internationalization. Then reviewing existing researchs about building ownbrand and brand internationalization, refining the theory which can support this research.,including both connotations, factors and growth path. Based on the theory and presentsituation we get the precdicament: lack of owm brands, the blurred growth path of brandinternationalization, the exports are reducing, the recognition of products is low. Thendoing research on brand internationalization strategy of DAPAI, this case study cansupport the anterior theory and support reference sample for the later strategies all the time.At last, we obtain the main conclusions of this thesis: domestic luggage industry brandinternationalization needs two stages to complete, the first stage is that the originalequipment manufacturer should build the own brand through getting foreign technologyand experience, clearing the core value and location of brand. The second stage is that theenterpreise which has own brand should follow apposite growth path, simultaneously, thegovernment should provide relational policy to sustain the brand internationalization ofdomestic luggage industry.