Study Of Brand Management Of Chinese Enterprises

The 21st century is the time of brand competition, only those who own brands can be the victors of competition.With the background of globalization, lots of famous international companies are carving up the world market on the basis of their brand advantages. In the most famous ten brands eight are American and those brands has forced America's pursuit of world economical hegemony. While it's a big pity that there is no brand belongs to China, the biggest market with 1.3 billion consumers.Our brands' management is poor and a great number of mistakes exist in our brands' operation, such as the short life cycle, high failure rate, low brand value, blindness of brand extensions, lack of core value, etc. All those determine the importance of brand, both to our enterprises and to national economy.. On the basis of analyses of our brands' present situation and living environment, this dissertation will probe into how to manage our brands, our brands' international development and the management way in new economy. Furthermore, the paper will present a management model that fits the practice of our brands.