Research On China's Export Brand Building

With economic globalization and the rapid development of market economy, Chinese enterprises are now in the fierce and complex competitive environment. Especially for the enterprises that intend to develop national brands and make their way to international market, enterprises are facing with a more varied and diverse consumption market. Chinese enterprises should bear in mind that they export not merely goods, the brand is more important. Brand acts as both an economic phenomenon and a science; it is much more than guaranteeing product quality and service. It is the symbol of social status and wealth category, brand has become the intangible asset as well as the force to propel economic development. To both business and country, the content that brand reflects goes beyond the boundaries of goods and up to the national image and national competitiveness level, it becomes an important indicator to measure the level of economic development.However, so far, China has no worldwide-famous brand. On the whole, although some Chinese excellent big companies have learnt foreign brand management experience and build the export brand marketing and management system, Chinese enterprises, especially the medium and small sized enterprises, still focus their attentions on enterprise scale and short-term profit, and their managing principle is still product export rather than brand export. When facing the development of international economy and fierce competition of international market development, China's enterprises should implement export strategy and develop their own brand to take place in the international market. In the international market, product homogeneity is more and more obvious, and the products without brand are not competitive. Enterprises should focus on brand to strengthen themselves and get higher profit brand, thus they can succeed in the complicated market environment, and as a result, our country's export can develops stably.This paper includes three parts. The front part analyzes the current development of china's export brand and compares it with management of foreign brands. It also introduces china's two main export ways--OEM brand export and self-own brand export--and analyzes their impact on china's export trade. It suggests that enterprises should integrate various export ways and set exporting self-own brand as the ultimate goal. Middle part starts analysis from general brand building and extends analysis to many important brand-building factors, such as product's research and development, product's advertising and management, product's service system, etc. The rear part offers suggestions on china's export brand building, starting with the government control and guidance, and ending with the jobs the companies should be dedicated into to make a long term development of the brand building, which belongs to the micro and macro aspects of the building system.