Brand Management Status Quo Of China's Exports Of Goods And Competitive Strategy

Since the policy of reforming and opening up to the outside world was inaugurated, China's export volume has been ascending rapidly and steadily. Through further analysis, however, we can find out that few of the exported products boast of famous brands, let alone world-class names. Instead of having their own brands, some of the products are labeled with foreign names, which has inflicted great damage on the foreign exchange earning capacity and the overall image of our country. Therefore, increasing the brand value of Chinese exported products has become the first priority among all considerations.This paper gives an in-depth analysis of the underlying factors of the existing difficulties of brand-building of China's exported products and presents some solutions accordingly.The author holds that although vitally important, improving the brand value of China's exported products must be handled differently according to real conditions of different enterprises. Some uncompetitive small and medium sized businesses should label their products with famous foreign names in stead of blindly build their own brands, while some substantial and influential enterprises should go into the outside world and create brands of their exported products. In exports brand building enterprises should take appropriate strategies and meanwhile thecentral government should provide some necessary support and help, improve the national image by every means and build the country brand in favor of brand building of exported products.