The Evaluation Of Brand Portfolio Attitude Research Under The Context Of Strategy Alliance Between Chinese And Foreign Enterprise

Along with the development of the Chinese economy, Chinese enterprises try to grasp opportunities when competing with foreign enterprises. On the one hand, they introduce advanced management methods and capital to enhance enterprise strength; on the other hand, they actively go out of the country to enter the international market. Compared to other methods like M&A, strategic alliance is one of the best ways for Chinese enterprises to achieve these objectives. At the same time, international strategic alliances between Multinational Companies are very common. Then under this context, the cooperating methods between local brands and foreign brands are worth notice.In the context, the aim of this article is to find the best choice of brand portfolio after strategy alliance through exploratory research, and take into account the moderating effect of collectivism in the research simultaneously. In this paper, the experimental method is used and main study sample is from the students. Product involvement is also considered in the Attitude evaluation of consumers to different brand portfolio. Research conclusions show that the attitude evaluation to brand portfolios is different between high-low product involvement categories, especially for low-involvement product category. For high product involvement category, the B portfolio type (Foreign brand is in the former between two co-branding types) should be considered. And For low product involvement category, the C portfolio type (Brand endorsement type) should be considered. The collectivism adjusts above conclusions. For high collectivist, they are inclined to choose the C portfolio type (Brand endorsement type). But for low collectivist, they seem to like B portfolio type (Foreign brand is in the former between two co-branding types).The conclusions of this research supply guidance to cooperation methods between local brand and foreign brand after a strategic alliance. When choosing different brand portfolios, Local enterprises should consider the characteristics of their product category in order to maximize the effect of the brands after strategy alliance.