Research On Branding On Overseas Markets Of Chinese Retail Enterprises Based On The Culture

International operation is the base of economy globalization, and more and more people pay attention to the access of abroad market of retail enterprises. At the same time, Chinese economy is developing at high speed and enters WTO. The force is the main reason that Chinese retail enterprises are beginning to internationalize, and how to enter the abroad market has been the important subject that is faced by the Chinese retail enterprises, especially the problem of branding on overseas markets. With the winder scope and deeper extent of brand globalization and multinational corporations, both theoretical circles and the business community find cultural differences and sensitivities have become one of the important factors restricting branding. Therefore, the retail enterprises build brand on the overseas market, namely build the retail brand under different cultures. This is not only a problem paid great attention by the retail enterprises, but also became the theoretical issues worth exploring.This research study that Chinese retail enterprises how to create brand on overseas markets from a different cultural perspective, targeted at retail enterprises in China, aimed at creating international brand of Chinese retail enterprises. First of all, this research review and organize the relational document on branding of retail enterprises on overseas markets, and review and sum up the limitations of these studies. Secondly, the study analyses the current station of creating brand of Chinese retail enterprises on overseas markets, including the current station, the favorable conditions and obstacles. Thirdly, the study analyses the core factor which influent branding of Chinese retailenterprises on overseas markets------cultural factors. Beginning with the relationshipbetween culture and branding of retail enterprises, this section thinks that culture impacts on every levels of branding of retail enterprises. Therefore, retail enterprises should do in-depth analysis about the cultural environment when branding on overseas market. Then this study defines three types of culture—Eastern culture, Western culture and the culture of Middle East, based on the domestic research. Fourthly, this essay compare and analyzes experience on creating brand on overseas markets of Wal-Mart and Carrefour, and provide reference for the development of Chinese retail enterprises on overseas markets. Finally, the research gives entering strategy of brand, the specific strategies of branding based on different culture and the noticed issues for Chinese retail enterprises.