Comprehensive Analysis Upon Brand Economy--Starting From "Qingdao Phenomenon

Along with economic development and social progress, we have entered an era of brand. Under the control of market economy, the competition between different products and enterprises, even between cities and countries, is in feet competition of economic strength, which is displayed by the competition of different brands. To survive in the market, enterprises have to depend on its products, that is to say, on brands of its products. In a word, brand has the final say in the market. Making a comprehensive view of the world economy, we may find that to make economic progress, a country or a region relies to a great extent on the economy scale made by enterprise groups that own famous brands. The market will end up dividing by some famous brands. Thus, an enterprise that has no famous brands will never succeed in the international market. The present dissertation claims that confronted by globalization and China's entry into WTO, our country has to enforce its "famous brand" strategy, develop "famous brand" economy, and cultivated a large number of world-famous products and enterprises, in order to succeed in the world economy.Proceeding with the popular "Qingdao Phenomenon", the paper introduces the definitions of brand, famous brand, famous brand strategy, and famous brand economy. By analyzing the promotion and stimulation done to Qingdao by "Qingdao Phenomenon", it goes on into the importance and necessity of enforcing famous brand strategy and developing famous brao4 economy to an enterprise, a city (or region), and as well as a country. Then there comes the focus of this article, how to cultivate and develop famous brand economy. From three different angles, i.e. economic law, enterprise, and government, the author elaborates how to successfully enforce famous brand strategy and develop famous brand economy. Especially by analyzing the causes of "Qingdao Phenomenon", he introduces the successful experiences and practice by Qingdao municipal government, which are already recognized by the whole state To develop brand economy, one has be base oneself upon local industries and economic foundation, and abide by economic laws. As to enterprises, technological renovation should be emphasized so as to breed famous brands, and culture construction should be reinforced to forge the enterprise image. Meanwhile, the government should try to grasp any opportunity toguide and support enterprises, and build ideal exterior environment for them. Moreover, the government should tightly combine industrial structure adjustment with famous brand cultivation, in order to fully develop enterprises of famous brands. The government should protect products and enterprises of famous brands, as well as create environment helps enterprisers to develop. Furthermore, the government should take effective measures to promote innovation in enterprises of famous brands, and fully make use of the advantages created by famous brands.With the deepening of reform and the establishment of socialist market economical system, China's economical construction has developed greatly. At the same time, there arise a lot of world-famous products and enterprises. However, with globalization and China's entry into WTO, Chinese famous products and enterprises are still in their infancy, compared with multinational corporations such as the world's top 500. The latter part of the essay is devoted to the research and analysis of famous multinational corporations. By comparing them with their Chinese counterparts, the essay points out our defects and faults, as well as some of our misunderstanding and malpractice. Hence, countermeasures and advice are recommended: enterprises should especially emphasize and reinforce their culture construction, and forge enterprise soul and spirit for the long-term development. On the other hand, enterprises should convert its traditional competition idea, and enforce internationalization so as to realize double-win or multi-win. The government should give respective guide to different enterprises, and help produce...