Brand Products To Enter International Marketing Communication Strategy Study

ABSTRACTAs the open-up of the domestic market goes into deeper, international operating is becoming one of the most emergent tasks faced by enterprises after China's entering into WTO. Many scholars have made many discuss and research. However, they put their emphasis more on tactics of international operation while not on concrete strategies of marketing communication. Is it necessary for Chinese enterprises to create international brand by their existing capability? How can they use the limited resources to design efficient marketing communication strategies in order to set up a word-wide brand? These are questions the paper will discuss further.With the above questions, the author has read a lot of books and theories by international marketing scholars, including theories on the stags of global marketing, standardization and localization, and integrated marketing communication. The theories and practices of developed countries did point out a way for Chinese corporations. Unfortunately, not all west theories and experiences are suitable for today's Chines enterprises, either can they provide specific advice about strategies. As a result, the paper raises four hypotheses and educes conclusions through plenty of case analysis and theoretic demonstration.First, it is necessary for Chinese corporations to enter into international market with their own brand. At the beginning of this part, the paper distinguishes entrusted manufacture from original equipment manufacture (OEM). The author considers that even if the entrusted manufacture has some advantages, it is necessary for domestic corporations to establish international brand to keep up a long-time competing advantage. Moreover, we should know more about existing problems such as lacking of experience and money, fearing of taking adventures, and so on.Second, an efficient beginning to communicate with foreign consumers is to show them a unique product concept. It is impossible for corporations to make everybody know about their brand image in short time. Therefore, a particular and clear product concept is a good way to attract consumers. The product concept is detailed version of the idea stated in meaningful consumer terms. Several factors influence product concept, such as the product's life cycle, the product's attributes and benefit, the target market and standardization and localization of the product concept.Third, Product concept and brand establishing depend on workable integration of marketing communication tools. It is necessary for marketers to take IMC strategy to make communication tools work together in high efficient so that they can transfer a clear product concept to target market. There are four ways suitable for Chinese corporations, including quality attestation, international expositions, event marketing, and Internet advertising. Fourth, we should know about difference of cultures and respect them when we use IMC strategies in foreign markets. The paper puts focus on the cross-culture problems Chinese corporations may meet in international expositions, and Internet advertising, in order to help Chinese corporations to set up their own international brand.