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The Research On The Global Branding Strategy Of Harbin Beer

Posted on:2012-03-28Degree:MasterType:Thesis
Country:ChinaCandidate:H LiFull Text:PDF
GTID:2189330338491444Subject:Business Administration
Abstract/Summary:PDF Full Text Request
In the 21st century,whether the Chinese global branding can rise attracts all the attention of the entrepreneurs, scholars and consumers. Under the background of economic globalization the global branding is becoming more importance than ever. Undoubtedly,the global branding advantage in competition is the first importance in the fierce market competition and a strong global branding can help the enterprise take the initiative. In that case,for the development of the enterprise,how to make and carry out the global branding strategy is now a significant issue in the academe and also in the enterprise. China is now at the stage of needing global branding and capable of creating great global branding. The global branding strength has also been a specific criterion in judging an enterprise , an region or even a nation's comprehensive strength.Then to implement the global branding strategy is an important measure to improve the self-reliant innovation capability and a help for rapid growth of the enterprise. In nowadays China, global branding get more and more important. Considering the unpredictable market economy,the fast updates technology and more and more professional business,a sure future market competition certainly will transition from the price competition to the global branding competition no matter to the global brands or Chinese brands. Anyway the global branding is a competitive tool and a valuable mine to a company,and is the long-term competitive and high-valuable intangible assets,and is the sharp weapon in the homogeneous competition.The situation of Chinese brands is obvious to everyone,and it can not be accepted by China a fast developing and a getting more and more powerful country. To the changeable market and cruel competition,Chinese brands should stand at the global level to recognize the global branding advantage in competition. The global branding competition has already been the main stream to the survival and development of the enterprise. Especially for facing the biggest economic crisis of this century,the global branding competitiveness was even the foundation and prerequisite for an enterprise's survival and growth. In this special time,China's economy makes an outstanding performance,which indicates the possibility of Chinese company to turn its domestic global branding competition to the worldwide.This text will illustrate and extract and sum up the popular international brands'work experience from the standpoint of the global branding strategy management, meanwhile,makes an attempt to combine both management practice and theory,which hopes that it can provide some reference for the youth Chinese global branding growing to the world one. For certain,as an old saying ,'study is endless', if any inadequate or misunderstanding of this text, I am wondering for the communication with every export and then make a further study.
Keywords/Search Tags:brands strategy, strategic management, global branding
PDF Full Text Request
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