International Luxury Brand Licensed Products In The Domestic Mode Of Operation Research

It has been a enormous changes of Chinese economics during the last 30 years.'Made in China'has become a world-famous term today,but it has only been able to produce on behalf of the oversea brands.And only stay at the very ending part of the whole value chain, therefore, making a mere profit. "made in China" has developed dramaticly during the past 10 years' golden age. And it's now facing the structure adjustments and it's trying to shake off the OEM only identity, having our own brand has become the final trend for Chinese manufacturing industry.Chinese firm has weak brand orientation, ought we have to compete with world famous brands, there is a long and tough way ahead of us. How to narrow this process, and effectively improve the overall operation ability in a short time, and achieving our own brand management is a main focus of the writer.In this paper, I use the "core model" to explain the meaning of luxury brand, and point out the brand is the core competitive advantage of the firm's development. Then I am using the brand management model as the theoretical basis throughout this dissertation. Emphasize that the brand asset is the core asset of a company, and the core indicator of the brand asset is their value-added ability. By using it, the luxury brands extended their product operation model, matching the strength between licensor and licensee, and finally achieving the win-win situation.In this dissertation, through in-depth analysis of the successful oversea licensor firm, in order to give the Chinese manufacturing firm a few valuable points to study. Take the opportunity to learn the actual management concept and operation experience from the world leading brand firm, is the possible route that the Chinese manufacturing firm could try and follow. It is also the meaning of this dissertation.Due to the limited experience and energy of writer, although in theory, I discussed the possible route for Chinese firm to advance forward, but It remains to be tested and proven in practice.