The Compare Research Of Transnational Brand's National And Broad Strategy

As the policy of reform and opening up carry out, the market of mainland is opening, many of external merchandise and enterprise are coming into the developing market of China. Till now, we have to pay more attention of the so much external brand. Of course, Chinese brands are also appearing in external market. We could call these transnational brands.Along with reform and opening up, the world's most advanced market theory have to pour in, theory of brand is one of them. After the outcome of the study, the results of these studies introduce transnational brands in overseas markets brand promotion, maintenance, and development. In this paper, a comparison look at the transnational brand strategy and extraterritorial local strategy, through analysis Hisense brand communication related acts with the intention of the angle from a more comprehensive view of the development of transnational brand, hoping to be helpful to China's further development in transnational brand. The article is divided into four parts, the first is introduction, the main topics on the background and significance of research ideas and methods, brief article content and structure; second part is the theoretical basis and Literature Review; third part is analysis of local strategy and extraterritorial strategy with the dissemination of examples of Hisense; fourth part is to see the difference between the local strategy and extraterritorial strategy of Hisense ,and an analysis of related factors that can contribute to China's cross-brand with some enlightenment and help.