Advancing The Core-competitiveness Of Chinese Export Products By Brand Strategy

Since China joined the WTO, China's foreign trade has developed rapidly. The importand export volume of China's trade of goods increased from$620,700,000,000in2002tonearly3trillion dollar by2010, and it has increased by4.8times. China has become the thirdlargest trading nation in the world and the largest export country, including the scale of exportgrowth of4.9times, and the scale of import growth of4.7times. However, our country's hugeexport amount is based on low labor cost and low technical content foundation, the exportamount of independent brand product accounted for the proportion of less than15%. Theexport volume of trade in our country's foreign trade enterprises continues to grow this year,but the export commodities lack of core technology and brand, and lead to the internationaltrade frictions. The brand will promote a country's economic growth and is the progress ofculture intangible asset, and it measures a country's economic development level and theability of economic sustainable development. The proportion of a national famous brand ofproducts and services measure the ability of a country's competitiveness. Therefore, in theinternational market, building the brand of China and promoting brand strategy is now anurgent issue for enhancing the core competitiveness of China's export trade in China's foreigntrade enterprises.Domestic and foreign scholars on the brand strategy research mainly concentrated on themanagement and marketing, however, brand strategy as the core competitiveness of exporttrade is not much. In this paper, the advantage of intellectual property rights as the thirdadvantages, and the export trade of China as the background, through the construction of brandcompetitiveness evaluation index system, the brand economics and trade competitivenesslinked together to study China's export enterprises brand strategy. To improve China's exportcompetitiveness, increase benefit, get rid of "comparative advantage trap", and finally realizeexport promotion industrial upgrading and enhance the international competitiveness of exporttrade.In this paper, the methods of theoretical analysis combined with case analysis,macroscopic and microcosmic. Application of brand strategy related with international trade theory to analyze feasibilities of the brand as our export enterprises core competitiveness topromote the export trade. In Chinese foreign trade enterprises as the research object, accordingto unique development environment of our current country export enterprises, and also fromthe Chinese export trade specific data and current situation, truthfully presented thedevelopment of exporting enterprises in China brand strategy and the existing problems andreasons, through the analysis of statistical data and survey data.The full text is divided into five parts: the first part of this paper is the introduction,mainly introduces the research backgrounds; the second part introduces the basic theory ofbrand strategy; the third part analyzes present situation, problems and reasons of theimplementation of brand strategy in the export trade of our country; the fourth part is analysisof international famous brand strategy and inspiration to china through the concrete case; thefifth part is the research summary and countermeasure proposal.