On The Global Communication Strategy Of Huawei Brand

The essence of market competition in the background of economic globalization is brand competition.Brand value is the magic weapon that Chinese enterprises get its position in the world economic competition.The globalization of Chinese enterprise brand is the core and key of China's future economic development.Released in May 2017,Forbes list of the global brand value,Huawei enterprise,with its brand value of $7.3 Billion ranking 88 th,becomes the only shortlisted for the Chinese enterprises.Huawei enterprise brand enjoys a high reputation in the world market.This paper focuses on the study of the global communication strategy of Huawei brand,for the purpose of providing reference for the Chinese enterprises to “go globally” to establish global brands.The paper takes Huawei enterprise as the research object,and studies the strategy of its brand global communication based on brand and global communication theory.The paper firstly gives an account of branding theory and related research findings and literature review of brand global communication,then analyzes the research status of brand global communication in and out,so as to lead to the significance and value of this research.This paper focuses on Huawei enterprise brand by emphasizing on the study of its global communication strategy in the global communication landscope,this paper explores from such three aspects as the basic enterprise competence system,brand content system and global communication system.Research findings show that the global communication of Huawei enterprise brand is a systematic strategic project,with it's technology and management as its backstop,and the strategy as its pathway.The basic enterprise competence system serves as the base,brand content system serves as the flesh,and the global communication system serves as the blood for Huawei's global communication strategy.All the above three contribute to Huawei's achievements to become a global brand.The purpose of the study of the global communication strategy of Huawei brand is for the referential significance of more Chinese enterprises to go globally to become “global brand”.The paper finally discusses the policy support and opportunity provision to advocate Chinese enterprises to go globally from the Chinese government.The Chinese enterprises are encourage to be engaged in global communication practices so as to develop more global brands.