The Research Of Chinaese Company's Brand Building Path

Chinese product has occupied a pivotal position in the world, but the brand situation of "made in China" has been worrying. There is none of Chinese brands in 2004 the 100 world's most influential brands, that is selected by the famous brands advisory group—Interbrand. It is Proved that the more state-owned international brands, the more powerful the state's economic strength. Brand is the banner of marketing occupation, the guides of consumer choice, the credibility of quality and the source of profits. There is no doubt that the brand has become a worldwide impact.By amply discussing on the background and possibility about Chinese enterprise to establish brand, the condition and necessary of OEM is proved. Then a detail analysis is carried on, indicating the division of international labor trends and the world manufacturing center transforming trends. By the case of Glanz Group, establish the path of Chinese enterprises own brand.This dissertation aims to build a model of establishing Chinese enterprises own brand through OEM which is fit to the Chinese enterprises, and summarize a series of measures by thinking the enterprise's actual needs.