Research On Brand Strategy Of MNCs & The Revelation Of Brand Development To Chinese Enterprises

With stronger wave of globalization, more and more MNCs, based on their mighty fund and technology, use the global influential brands as the vanguards, quickly enter the world market and change everyone's life style. What makes these giant MNCs win their competitors and keep their competitive advantage also attract more and more global consumer by their special characters, the most important reason is these successful MNCs raise the brand flag, firmly execute the brand strategy and finally grow out more and more brands which can greatly meet the consumers' need. Facing these strong competitors and their global brands, how the Chinese enterprises efficiently execute the brand strategy, quickly establish their core competitive advantage and successfully make the core competitive advantage a brand is the main purpose of the paper. So this paper, based on carefully study of MNCs' brand strategy from theory to practice, analyze the whole situation and characters of Chinese enterprises' brand development execution, combine the successful experience of MNCs brand strategy, and finally put forward some suggestions for Chinese enterprises' execution of brand strategy.The paper is consisted with four parts: Preface, briefly set forth the meaning in theory and practice of this paper. Part one, the theory and necessity of MNCs' brand strategy execution, first introduce the new concept of brand and brand strategy, and reveal the relation of brand strategy and company strategy; then present the theory base of MNCs' brand strategy by gaining the competitive advantage; finally analyze the necessity of MNCs execution of brand strategy. Part two, practice analysis of MNCs' brand strategy use Samsung Electronic as example. First combined with typical examples, analyze the four main brand strategy used mostly by successful MNCs: globalization brand strategy, whole-process brand management strategy, single brand strategy and multi-brand strategy; then choose the Samsung Electronic which has a lot of similarities with Chinese enterprises as the main model, summarize the successful experiences of Samsung Electronic brand strategy. Part three the situation analysis and suggestion of brand strategy for Chinese enterprises. First analyze the situation of Chinese enterprises' brand strategy execution, present the development process and characters of Chinese enterprises' brand strategy execution, point out the problems and then sum up the suggestions for Chinese enterprises' brand strategy that according to their distinct backgrounds execute the whole-process brand management strategy paying enough attention to brand position, brand quality and brand service; execute the joint marketing strategy to enlarge the brand market influence; execute the brand innovation and brand sustain strategy to prolong the brand life circle; execute the brand protection strategy to form a multi-level brand protection system; and execute the brand culture strategy to establish the strong Chinese based brand; finally point out some policy supports to the brand strategy of Chinese enterprises.