The Research On Brand Development System Of China Enterprise With Internationalization Background

At present, the product competition and the quality competition are gradually evolved for the brand competition between the modern enterprises. After the reform and open policy, China has chosen the economic development mode which related by economy globalization, stepped onto the path of peace rose, so the economy grows speedily, the lives of the people level enhanced unceasingly, the cooperation relations with the world economy was constantly closed. With the expansion of economy, especially after entering WTO, our domestic market becomes an important constituent of international market. Many well-known multinationals carry the brand strategy in our market in which the competition is more intense and complex. The domestic brands of China are facing serious challenges. The competition in domestic market becomes more intense.China's entering World Trade Organization provide the platform for well-known brand to Chinese market, at the same time, also smooth the way of entering the international market for China enterprises, and provide more advantages for internationalization management. Our country enterprise must gain the long-enduring development, not only by contesting the domestic market, but also stepping to seek the recent development space, in order to exploit international market, set up Chinese international brand, and promote competitive power in the global scope.This dissertation researches on the brand development strategy of China enterprises under the internationalization background and enriches the theory and method of brand strategy management. It is propitious to raise China enterprise brand strategic decision levels and promotion enterprise international competitive power, realize the sustainable development. It is not only significant to enterprise but also provide the theory basis for the national correlation policy formulation and the adjustment.First of all, introduces the background of selecting topic and writing significance, then introduces domestic and foreign strategy research tendency of enterprise brand development, and elaborates the related basic theory: the enterprise internationalization theory, the brand management theory and the strategy management theory which lay the solid writing foundation for this dissertation.Secondly, according to the international brand development and its enlightenments, analyzes present China enterprise brand development situation including the achievements, the gap between famous foreign brands and the existent questions. Points out, our enterprises must implement the brand strategy...