Research On Chinese Enterprises International Marketing Strategy Based On Country Of Origin

In recent years, under the big background of the economic globalization, every country on the world is experiencing a competition coming from the globe, one country's economic development to a large extent hinges upon international trade, so this causes international competition stronger and stronger. The international competition is decided to a large extent by countries' image among nations, namely the original country image of all countries, so now each nation is in working hard for an improvement oneself international image at the international market. Country of original brand is an important research subject of international market marketing field. Since Schooler put forward country of original effect in 1965, more than 40 years relevant cultural literature of country of original image flows out in great quantities. Keep to now, the country of original effect is still the hot point of the international academic circles and the business enterprise field to discuss.This paper first introduced the background and meaning of choose this subject, concept of the country of original image and the country of original effect, and explain the country of original image and the country of original effect is a cause and effect relation. In the modern society, because the influence of brand strengthens continuously on the world, influence of brand at the consumer's quality evaluation and purchase choice is far larger than the product manufacturing country or design country. Therefore, in this paper what to use is the brand country of original image and brand country of original effect. Then this paper elaborates our country's status quo of brand country of original image and existent problem and cause of formation .This paper propose series of international marketing strategy to Chinese business enterprise to evade negative country of original image, in the end point out the obtain exiting shortcoming and study direction in the future .The full text is divided into six totally.Chapter 1 introduces background and meaning of choosing this subject, including the theories meaning and realistic meaning.Chapter 2 analyses the main academic cultural literature of country of original image more than 40 years, including brand country of origin and concept of country of original effect, both of relationship, and what this paper adopts is brand country of original image and brand country of original effect; research of country of original effect in foreign country; research of country of original effect in our country and review of the country of original effect.Chapter 3 analyzes the present condition of country of original image of domestic product, including the present condition of the country of original image of domestic product, the existent problem in it and the cause of formation of country of original image of domestic product.Chapter 4 introduces international marketing strategy choice of Chinese business enterprise. The concrete international marketing strategy includes the target market strategy, the League of Nations strategy, the product strategy, independent brand strategy, independent creative strategy. Among them independent brand strategy and independent innovation strategy is the most basic strategy, but to realize these strategy is an endless and hard process, that needs the joint effort of people of a few generation.Chapter 5 introduces marketing strategy that Chinese business enterprises how to evade a negative original country effect, concretely including "the culture cutting-in" strategy, the product-export -structure strategy, the advertisement-publicity strategy, the retail -outlet strategy. Chapter 6 is the conclusion and outlook. First is the summary of this text contents, then points out the limit of this paper and the direction of future research. The conclusion flexibly uses all international marketing strategy according to the actual situation. But the biggest shortage has not substantial research, so next move of the research direction is to carry on the substantial research, and to develop to carry on following investigate according to the economy development and actual demand.