Study On The Motivation And Guidance Mechanism Of Self-owned Brand Creation In Guangzhou Processing Trade Enterprises

The motivation and guidance mechanism of processing trade enterprises'creating self-owned brands is a completely topic in the research area of self-owned brand. Both foreign and domestic scholars have conducted plenty of researches into processing trade enterprises as well as self-owned brands respectively. However, recent studies are less involved with the motivation and guidance mechanism of specific areas and industries'self-owned brand formation. Therefore, this thesis is dedicated to investigating through the motivation and guidance mechanism of processing trade enterprises'creating self-owned brands. To be specific, a combination of theoretical research and empirical research methods is utilized study the typical case of Guangzhou export brand building.In this thesis, both foreign and domestic research outcomes in self-owned brand and independent innovation have been sorted out and listed systematically. A thorough investigation has been conducted into the motivation and guidance mechanism of self-owned brand creation in modern enterprises'upgrade paths. In addition, an empirical research has been carried out in the case study of Guangzhou processing trade enterprises'typical representatives. In the background of globalization, the author intends to investigate through the self-owned brand formation of Guangzhou processing trade enterprises, attempting to explain the inducing effects of four main variables, namely independent innovation strategy and entrepreneurial brand orientation factor, price and profit factor, market competition factor, and policy factor. Meanwhile, the current industrial structure transformation and international financial crisis are considered in the research.On the basis of clarifying the motivation of processing trade enterprises'creation of self-owned brands, this thesis summarizes the current situation of Guangzhou export brand building, attempting to establish a guidance mechanism that motivates and promotes the self-owned brand formation of Guangzhou processing trade enterprises. And these researches are carried out in the background of international financial crisis. This section of the thesis sets up the guidance mechanism of Guangzhou processing trade enterprises'self-owned brand formation, with reference to diversified self-owned creation mode of both foreign and domestic enterprises. This part of research is conducted in the basis of behavioral guidance theory, considering the accelerating variables of technical factor, market factor, government and agency factor, which promote self-owned brand building together.Moreover, this thesis utilizes a combination of quantitative research and qualitative research method to study the motivation and guidance mechanism of Guangzhou processing trade enterprises'self-owned brand creation. To be specific, a factor analysis is added to the data processing of questionnaire survey. Accordingly, the empirical research has verified the hypotheses for the motivation and accelerating factors of Guangzhou processing trade enterprises'self-owned brand creation. Thus, a solid foundation is set up, so as to make recommendations on behalf of Guangzhou export brand building.Finally, with reference to existing theoretical and empirical research outcomes, this thesis commences from three different aspects. They are government, enterprises, and external supporting system. Consequently, it comes up with policy proposals that promote Guangzhou processing trade enterprises'self-owned brand creation.