Study On Chinese Enterprise Brand Globalization Marketing After Entering Into WTO

Brand globalization is the main tactic of the modern transnational corporations in carrying through their international market and it is also the force at the core to the transnational corporations' survival and development. With china's entry into the WTO, Chinese enterprises' competitive environment has been greatly changed, being confronted with direct competition against worldwide strong brands. How are Chinese enterprises going to develop? Subjectively or objectively , Chinese enterprises to take the path of carrying out Brand globalization marketing with their own advantages.This paper starts with the changed international competitive environment change after China's entry into the WTO. Firstly, it elaborates the necessity and urgency for Chinese enterprises in implementing brand globalization marketing tactics; the competitive environment confronted with; the features of global brands; more rational and efficient distribution of resources; the opening of new market and the change of customers' consumption idea etc. Secondly, it analyses some relations that Chinese enterprise should better handle in implementing brand globalization marketing tactics. Then, it analyses and demonstrates Chinese enterprises promoting the value of brand asset and consummating guarantee system of brand asset to support brand globalization marketing in the abstract.Finally, this paper cut-in from five points of brand identity, logistics distribution, brand customer relation, brand loyalty and homeland brand, puts forth the realization approaches for Chinese enterprises in bringing into effect their brand globalization marketing tactics. All these marketing tactics will be carried out according to springboard for customers, be linked with the training of the relations with customers, and go on with promoting customer's asset at the core to reach the goal of brand globalization.