Study On Countermeasure For Promote Chinese Export-oriented Enterprise Brands Competitiveness

With the development of science and technology and the increasing competition, the product homogeneity increasingly high degree, the competition between enterprises is mainly for the competition between brand, brand competitiveness already become the outward manifestation of the core competitiveness of enterprises. In the global market, whether have the international famous brand or not, and have many international well-known brand, has become an important symbol of the strength of the national economic strength and international competitiveness. Our export-oriented enterprises want to make a difference in the international market, must pay attention to the brand building, and gradually enhance brand competitiveness. Especially the international financial crisis, let the export-oriented enterprises more clearly recognize the importance of the brand, and the necessity of create brand and enhance the competitiveness of the brand.Based on the theory of brand and the condition of our export-oriented enterprise brand management, this article analyzed the main problems of our export-oriented enterprises to promote the brand competitiveness. Based on this, it proposed the specific measures of promoting the export-oriented enterprise brand competitiveness. And take Qingdao Haiqi glass products Co., LTD. for example, which export products with the independent brand. The company's brand operation is analyzed, expected to have an important significance for other export-oriented enterprise to promote brand competitiveness.The text is divided into five parts. The first part is the introduction, which introduced the background and significance of the research, the related literature review and essay structure. The second part reviewed the brand and the brand competitiveness, analyzed the relationship between the brand competitiveness and core competitiveness, and analyzed the sources of the brand competitiveness. The third part analyzed the formation and cultivating of the brand competitiveness, should cultivate brand competitiveness from internal and external environment of enterprise. The fourth part introduced the current situation of our export-oriented enterprise brand competitiveness, and analyzed the problems of export-oriented enterprises brand competitiveness. The fifth part is the basic ideas and ways of enhancing the brand competitiveness of our export-oriented enterprise, which should considered from the government and enterprises level. The sixth part is the case analysis, through the analysis of the case got more information for export-oriented enterprises to promote the brand competitiveness. The last part is the conclusion.