Study Of International Competitiveness Of China's Leading Appliance Brand

Brand competition is the primary form of competition in global household appliance market. After entering into the WTO, China has been the biggest manufactory centre and consuming market of household appliance. As the transnational household appliance corporations adjusting their brand strategy and speeding up their steps into our county, using their affluent capital, advanced technology, global sale network and influential brand, some our own well-known household appliance brand transcended the limitation of the country and began to participate all-around competition with global rivals and gained some success through developing diversiform advantage in international brand competition.This thesis tentatively proposed the conception and context of "International competitiveness of brand", and applied PEST macro-environment analytical tool, industry structure analytical frame, and SWOT model to study the global rival circumstance in which our well-known household appliance enterprises brand grew. In the meantime, mis thesis, using specialist marking, means-variance analysis and principal component analysis and based on the targe numbers of related data, analyzed, evaluated and compared the actuality of the international competitiveness of our household appliance enterprises' brand from four aspects: brand value-increasing ability, brand market performance, brand competitiveness in consumer value and brand competitiveness in the international trade.This thesis, on the consideration of our household appliance brands' disparity in competitiveness in the global market where opportunities and challenges coexist, proposed the decisive factors and measures to improve our international competitiveness of the household brand and set ChangHong as an example to analyze and evaluate its strategy to improve the International competitiveness of the brand to guide the cultivation and improvement of our international competitiveness of brand.