The Research On Independence Brand Of China In The International Marketing

With the arrival of economic globalization, the present international market competition has moved from the price competition, the quality competition towards the brand competition. For international enterprises, it's much more important to own market than factories, but the critical path to own market is to occupy independent brand of the dominant position. With deepening of our country's opening to the outside world, particularly after joining WTO, the competition in domestic and overseas markets between our country's enterprises and the overseas enterprises is becoming more intense. The domestic enterprises have realized gradually that whether to have the independent brand, particularly world famous independent brand, is not only a reflection of a country's economic development level and the important target of comprehensive strength, but also is the key factor on whether our country's national enterprises can have the competitive advantage in participating in the international competition.However, as a result of many reasons, at present, Our country's enterprises, in the international marketing, also has many weak links in the independent brand cultivation's value degree and promotion dynamics. Therefore, it has important theoretical significance and practical significance to analyze and study how our country's national enterprises independent brand moves towards the international market, and comes to a stop in the international market. This thesis, based on the summary review, analytical study on domestic and foreign brand marketing theory, on successful experience's foundation, using theoretical analysis, practice confirmation, and so on will discuss the strategies on how our country's enterprises develop, enlarge independent brand in the international marketing.Through research in this thesis,we know, after 30 years of reform and open policy, our country's national enterprises have already created some domestic and foreign well-known independent brands and the the share in international market has been rising with steady steps. But compared with Europe, US and Japan and other developed countries we still have obvious disparity. That does not adapt with China's great nation's status in world economy, which can be seen from the following disparities: The disparities between Chinese enterprise independent brand and the world-known brand's brand value and the international market percentage disparity are big, Chinese enterprise independent brand's innovation ability and export competitive ability are weak, the consciousness of Chinese enterprise utilizing the independent brand to develop international market is still weak, the Chinese independent brand has the cultural fusion problem, Chinese enterprises lacks the the strategic plan of independent brand, definite independent brand localization as well as core-value-centered brand recognition and so on.Based on the problems and causes of Chinese enterprise independent brand in the international marketing, this thesis proposes countermeasuers on how Chinese enterprises use the independent brand to develop international market, including the naming of Chinese enterprise independent brand, marking designs and location strategy, the production strategy, the price strategy, the international marketing channel strategy and the promotion strategy of independent brand and so on. At the same time, to enable these countermeasures to be able to implement smoothly, this thesis also proposes the related safeguard mechanism, including remoulding the international marketing idea of the Chinese enterprise independent brand, strengthening intellectual property protection system to create the brand growth space, paying great attention to the asset management of the independent brand and talented person's accumulation and cultural atmosphere of constructing innovation protection and so on, thus lays the foundation for promoting enterprise's competitive advantages in international market to impel our country to transform from a large country in terms of producting to a large country in terms of innovation.