Research On The Nation Brand In The Transformation Of The Mode Of China's Foreign Trade Growth

Since the reform and opening, China's foreign trade has been advancing rapidly. Particularly, since 2002, when China became a full member of the WTO, its total value of import and export has rose from 620.8 billion US dollars to 2,173.8 billion US dollars, up 28.5% per year on average. Evidently, China has ranked, in amount and size, among the world's most advanced countries in trade. However, the quality and performance of its foreign trade growth as a whole remains poor, with a demanding transition from the extensive growth pattern to the intensive one.The exploration of the transformation of China's foreign trade growth method has gone for 20 years, while the extensive growth pattern has never been shifted totally. The key to promote it is to be well aware of the primary stage where China's foreign trade sets, and then suit the remedy to the case.According to the division to China's 30-year economic development history, this paper first defines the contemporary stage where China's foreign trade sets, and then deduces how the extensive growth pattern occurs and finally offers some clear-objective measures for the transition towards intensive growth pattern.This paper can be divided into six sections, with the research background, basic thought and its originality as the introduction. In the second section, with a review to former research, the paper defines course and malpractice of the exclusive growth pattern, clarified the concept of transformation of the foreign trade growth method, and reviews the suggestion on it. In the third section, this paper offers a review of the practice China has done towards the transformation of foreign trade pattern, and reaches the division of three stages and three periods, according to which, China's foreign trade history can be divided into extensive pattern period, transition from extensive pattern to intensive pattern, and intensive pattern period. And based on the different strategy the transition period takes, it is then divided into three stages, which are referred to be win-by-quality, reinvigoration trade with science and technology, and Strategy of brand. And it points out that China is in the final stage. The fourth part defines the concept of nation brand, and introduces the measure method, which is referred as Simon Anholt's Nation Brand Hexagon mode. Therefore it finds the factors that effect on the nation brand. Following is the relationship analysis among the Nation brand, Product brand, and exports, and makes research on the conditions in which Nation brand functions. The sixth part introduces the current status of the China's Brand and analyses the reason and offers some adoptable measures.Based on the division to China's foreign trade development history, it comes to a conclusion that China is in the Brand Strategy period, when the product quality is good and the high and new technology products taking up a larger percentage in total export, with brand being the main factor in influence on the transformation of China's foreign trade growth method. And in the beginning of the Brand Strategy period nation brand plays the most important part, so that various measures should be adopted to enhance the nation brand construction and promote the transformation of China's foreign trade growth method into intensive pattern and finally changed China from a big trading country to a strong trading nation.