The Study Of The Strategy For Increasing The International Competitive Strength Of Chinese Enterprise

All the present enterprises have already realized that owning the market is more important than owning the factory, and the important way of owning the market was owning the superiority brand, brand is the most precious property of the company. Product easily obsoletes, but succeed brand will not fade, therefore, in a sense, the brand is the soul of the market. Constructing the brand and creating the famous brand is the consensus which the enterprise forms gradually under the market competition conditions, the people hoped to distinguish the product and the enterprise, form brand following, and expand the market through the brand. Therefore, the brand becomes the powerful competition weapon of the enterprise. The appearance of the brand, specially the famous brand, caused a degree of users' loyalty, confidence and following. So the enterprise might formulate a relative high price buy reason of the brand, and will obtain the relative high profit.After joining in WTO, our domestic market becomes an important constituent of the international market, it provided a platform for the world well-known enterprise to enter the Chinese market, simultaneously, it also smoothed the way to enter the international market for our Chinese enterprise, and provided more advantages for enterprise's internationalization management. Therefore, what Chinese enterprise will do are not only fighting over overseas brand in the domestic market but also seeking new development space, opening up international market, constructing China's international brand, and promoting our own competitive power in the global scope step by step. However, the present competitive power of our country enterprise's brand is obviously weak, therefore, under the background of economical globalization, enhancing the international competitive power of our Chinese enterprise's brand as soon as possible becomes our Chinese enterprise's urgent matter now, we have the necessity to conduct the detailed research very much.The paper uses the research technique which includes the qualitative analysis and the case analysis, the first part is the introduction of brand competitive ability theory; in the second part, the present situation of the international competition strength of our Chinese enterprise's brand was studied, mainly from the aspect of the achievement and the insufficiency of our Chinese enterprise's brand development, the coming questions of promoting the international competitive strength of our Chinese brand, the comparative analysis between the Chinese brand and the international brand; The third part is the course and the enlightenment of western national brand development, firstly reviewed the development course of the western national brand, then obtained some enlightenments, hoping that our Chinese enterprise can have some enlightenments in the development process of the brand; In the fourth part, from the aspects of the system and the history, the environment of the enterprise, and the enterprise itself, the author analyzed the reasons of lacking the international competition strength for our Chinese enterprise brand. In the fifth part, the author proposed some strategies of enhancing our Chinese enterprise's international competition strength from macroscopic and the microscopic aspects, and the Haier case, which introduced Haier's brand development strategy, hoped that the reader can obtain the comprehension and the inspiration from the practice of the most powerful Chinese brand at present China; The sixth part is concluding remark.