Research On Tactics About World Famous Brand Creating For Chinese Enterprises

An enterprise without the brand, lack of survival and development, and finally the power needed by the market is cruel out by competition; A country without famous national brand, lack of has sustained competitive advantage of multinational enterprises, can form powerful giants of national economic competitiveness, it would be inevitable in the multitude of strong international markets lose their "voice." Since 2008, the financial turmoil sweeping the global impact of Chinese enterprises is not identical: on the one hand, foreign orders led to large amount of OEM enterprise to fall deeply into difficult position closing down even; on the other hand, some brands have maintained a steady growth even in adversity up. Made in China OEM and own brand to the amalgamation of ice and fire alarming situation, have initiated the deep thinking of entrepreneurs more. A number of OEM companies struggling to develop its own brand into a tough road, some brands are eager to start the run-off market, fierce battle. Today, the brand development and promotion of thinking, it lingered in the minds of every entrepreneur, and related decision-making, then deciding to become a critical weight can go far. In the context of this reality, the creation of the world famous Chinese enterprises in-depth analysis and discussion, to find a national brand from the general path of bigger and stronger and has profound and long-term significance.This thesis is divided into four major parts, a total of seven chapters:The first part is introduction. It includes introduction of the background of this research, purpose and meaning of topic-choosing, research ideas and methods, and theoretical research in the brand at home and abroad the achievements and problems, and build the framework for this study.The second part consists of chapters two and three. ChapterⅡof the brand's meaning and definition of the brand, and this is the basis of this study started; ChapterⅢdiscusses the development of China's brand status, and the gaps between the world famous, and famous Chinese enterprises need to create the world and urgency.The third part includes the fourth, fifth and sixth chapters. Chapter IV founded the world famous brand positioning strategy are discussed including the main significance of the positioning of the brand, brand positioning of the specific strategies and brand positioning to avoid misunderstandings and to elaborate the point of view three aspects; Chapter V was founded from the world famous brand extension strategy to discuss, mainly on an appropriate extension of the brand value, brand extension strategies, and brand extension and avoid the risk of development of three aspects of the perspective; Chapter VI of the world created to enhance the brand strategy to discuss, mainly on brand innovation, brand enhancement, creating a unique brand association to explain the three aspects of the point of view. This three chapters and sections have composed a organic overall, weight of being to create a three stages that the brand big and powerful goes through necessarily, being also that the weight studying originally is middle.The fourth part is concluding remark. Mainly to the inadequacies of this research were summarized in order to study in future work to perfect.