The Analysis Of The Competitiveness Of Brand In China Market Of Dow Chemical

Chemical Industry is mainstay and base industry to us; it is important to develop its industry chain well from the business and marketing of chemical and its ramifications. Reported by《Chemische Industrie Kurz Gefasst》in Germany: China has become the second biggest Chemical Country in the world; the revenue is USD205billion in 2006, less of USA only. As far as we known, Chemical Industry will be sustainability and growing at 16% from 2006 to 2016.China has come into Competition Era of Brand since China came back to WTO, The competitiveness study of brand is an important topic of marketing and brand subjects, and as the key and focus topic step in step. But China didn't get more effects from it because of lack of marketing skills of chemical, understanding of the specialty of chemical industry and later into the area than overseas. Currently most famous Chemical Brand companies came into China market, leading at Dow Chemical, and they are holding almost 50% market shares. So it is helpful to improve the competitiveness of brand for local chemical company, through studies of management principle and foster mechanism about brand competitiveness of those multinational Chemical Company.According to above views, firstly the paper analyzes the competitiveness of brand in China market of DOW Chemical based on related theory elements of brand and brand competitiveness, like its connotations, characters and functions. Secondly analyses the origin, foster mechanism and appraisement and improvement of brand competitiveness mainly from Technical innovation, Culture foster, Brand integration and logistic management, finally paper has the conclusion of how to setup new system about improvement of brand competitiveness of local chemical company.