The Position Of Brand Trade In International Trade And The Research On The Development Situation And Policy Of China

International trade has always been one of the most important parts of the economic development in China. Since the 21th century, the competition between each country is becoming more and more intense, with the high speed worldwide economic development. The world is a whole part containing different countries, and each country has its own specific economic strength and special international division of labor. So there exists remarkable gap between each country. After the reform and opening-up, China opened the door to the whole world and the international trade developed fast, especially in the coastal cities. However, the situation is that most of the profit is taken away by the developed countries while China enjoying the surplus, even if China is one of the major trading nations. The reason is that the foundation of China’s trade is weak and we still need more time to improve the technique. So it seems more urgent for us to achieve the competence of our own brands and spare no effort to develop the brand trade, in order to export more Chinese brands to the foreign countries.Under current international trade background, conducting research on brand trade is especially important. Brand trade is a form of trade in which enterprises use their own brand superiorities to carry out trade activities. Brand superiority is producers provide products with exclusive reason for consumers to choice, thus to eliminate the difficulties of choice for consumers and greatly reduced their alternative costs. Thereby, target customers will pay less attention to products itself, only make exclusive choice from the perspective of brand. Brand trade is based on brand superiority. When an enterprise has its own brand superiority, their target customers will pay more attention to the emotional benefits brought by brand and pay less attention to the material benefits brought by product itself. The most important condition for brand trade is to establish brand superiority. Enterprises should build their brand into an endorsement of a single category by brand building and make foreign consumers select and purchase without hesitation.In this paper, the author reviews and summarizes related studies on brand trade conducted by domestic and foreign scholars. Brand trade is defined by related studies in this paper. The author also analyzes the position of brand trade in international trade. In the meantime, the author conducts time series analysis by building ARIMA model to forecast the proportion of brand trade in international trade of China based on the data of Chinese enterprises which were selected to the top 500 of world brand and the data of Chinese international trade. According to the results of empirical analysis combine with the research on the development situation of Chinese brand trade, the author analyzes the reason why Chinese enterprises cannot establish brand superiority in brand trade and the obstacles to the development of brand trade and proposes related countermeasures and policy suggestions.