The Research On The Strategy Of Based-internationalization Brand-marketing For Chinese Enterprise

As we all know, brand is very important in the field of marketing.It has been growing the core question in the marketing.As an important means, brand has been the key factor for company to succeed in the market. As a result, it is urgent for our country' s enterprises to establish brands.Firstly, this paper introduces the general theory of brand to begin with, including brand's three administrative levers, brand function, brand core value, "two-eight principle" of brand value, brand famousness, brand beauty, brand loyalty and several representative brand theories,such as brand image , brand orientation,etc.Secondly , this paper introduces the history course and actuality of based-internationalization brand-marketing which includes whole global background, background and actuality of multinational's uniting & purchasing Chinese brand, China enterprise development status at present and a few based-internationalization brand-marketing strategies.Thirdly , it introduces a few main problems and reasons about based-internationalization brand-marketing for Chinese enterprises . Then the paper analyse two classical based-internationalization brand-marketing cases: Coca-Cola and Haier.Finally, the paper expatiates government's function in the based-internationalization brand-marketing constructing and introduces detailedly strategies of based-internationalization brand-marketing, such as accurate brand orientation, conformity spreading of brand visualize , brand asset management, reasonable brand extensions ,brand crisis management, brand-persisting-development, brand relation management ,furthermore, concludes that based-internationalization brand-marketing is a required course for Chinese enterprises to go to international market.