The Problems And Countermeasures Of X Company's Brand Building During International Trade

With the development of globalization,the competition in the international market is more and more severe.Brand as the intangible asset is providing firms higher returns,identity among consumers and trades power among different retailers.In addition,it provides firms with assets that are difficult to imitate.Further,Consumers' acknowledge of brand equity will create an impact on business sales values in the long term.China's position in world trade continues to increase,and "Made in China" is very popular in the international market.At the same time,however,the export marketing of foreign trade brands is insufficient,mostly based on OEM,and the export of independent brands is seriously scarce.This situation not only restricts the development of Chinese enterprises,but also causes many trade disputes,and eventually losing the international market.At the same time,the strong brand is not only the image of a company,but also a manifestation of a national image and comprehensive strength.The research on brand building of Chinese enterprises in international trade is urgent and has practical significance.Although various literature have well listed the importance and management of brands,research on brand research from an international perspective is limited.At the same time,building self-brand in the global market will be more complex than building brand in the domestic market.This paper uses some basic theories and methods in management,combined with enterprise examples,and uses case study method to study the problems and countermeasures of X company's brand building in international trade.Through collecting and researching questionnaires from X company's foreign customers and internal staff of the company.This paper find that the brand building of X company is insufficient,which has affected the willingness of customers to cooperate further.The brand building of Company X has the following problems: Firstly,the company lacks brand positioning strategy;And X company brand identity is weak,Also the company's brand positioning is not clear.In addition,the company's brand building lacks consistency management.In response to these problems,combined with the theoretical model of relevant scholars,this paper proposes the following solutions:First,Company X company should formulate corresponding policies and adopt a formal management system to promote the brand building of foreign trade enterprises,carry out standardized management and mobilize the enthusiasm of all employees of the company to participate in the company's brand building.Secondly,we must establish an effective incentive mechanism to promote brand building,and improve the long-term incentive compensation system.Because brand building can not only focus on short-term benefits,at the same time,X company should strengthen talent training and strengthen brand management,because talents are brand building and brand management.The key,and,X company has to choose the right brand development strategy?The purpose of this thesis is to illustrate the importance of brand building in international trade,and to create a conceptual framework for international brand building,and to propose corresponding brand building elements,which will provide direction for further research in the future.It also provides inspiration for the brand building of other Chinese companies.These brand building recommendations apply to other Chinese companies that integrate industrial and trade.These are not only based on case studies,but also use theoretical research to reference the use of existing literature knowledge? It propose corresponding countermeasures and suggestions for the brand building of Chinese enterprises in the international market.And it strive to make a useful contribution to the healthy development of enterprises and industries from the perspective of brand building.