Research On The Brand Strategy Of Xinjiang's Foreign Trade Enterprises

Today in an increasingly competitive market, brand is not only the symbol and name of goods, but also the concentrated expression of market credibility,market share and market competitiveness of the enterprises' goods or services. Brand is an important intangible asset of enterprises; it has the value of property rights, and can make value-added products. It is the one of non-price means of which enterprises fight for and occupy market. It not only guides the consumer to purchase, improves market share, but also helps new products to enter the market. The number and the value of brand can fully reflect a country's and an enterprise's comprehensive strength. Thus, create brand is an effective method of developing and occupying the domestic and international markets and increasing the economic efficiency of enterprises. How can foreign trade enterprises successfully implement brand strategy and create brand-name export products, have important practical significance. Many Xingjiang's foreign trade enterprises Lack of export brand strategy planning, Brand awareness is mainly tend to register trademark brand in domestic, but creating export brand awareness is not strong, still remain in the state of OEM or without brand. This situation has greatly affected export capacity and international competitiveness of Xinjiang's foreign trade enterprises. So, how can Xinjiang's foreign trade enterprises implement brand strategy and create brand-name export products, become the top priority.This paper's research thinking is using the brand strategy related theory as the guide, starting with the necessary and practical significance of Xinjiang's foreign trade enterprises brand strategy implementation, through analyzing actuality of Xinjiang's foreign trade enterprises brand construction, illustrating the problems and reasons, integrating the reality conditions of brand strategy implementation, analyzing its feasibility, proposing the thinking of implementation and some specific measures from foreign trade enterprises brand Creating, propagating, defending, sustained development four aspects, at the same time, proposing for the measures of Xingjiang's local government pushing on foreign trade enterprises brand strategy implementation.