Research On Influence Factor Of Guangzhou Processing And Trading Enterprises’ Self-Owned Brands

Processing trade is the important power of promoting the development of China’s foreigntrade, also is an important form of participating in the international division of labor in China.Since the financial crisis, the international macroeconomic environment has deteriorated. Asone of the first areas to begin processing trade, Guangzhou is also faced with severechallenges. Therefore, the processing trade enterprises should conduct independentinnovation and brand in order to enhance the international competitiveness, which is afeasible way of processing trade enterprises transformation and upgrading in Guangzhou.This article will use both theory and case study on the method to explore the affecting factorsof the processing trade enterprises constructing self-owned brand in Guangzhou.Firstly, after sorting out the study on self-owned brand and competitiveness of enterprises athome and abroad, this article analyses the affecting factors of the processing tradeenterprises constructing self-owned brand, in the view of Resource-Based theory and CoreCompetitiveness theory.Secondly, this article provides a detailed description about the development of processingtrade enterprises and constructing self-owned brand in Guangzhou.Thirdly, this article takes an empirical study on affecting factors of the processing tradeenterprises at different stages of constructing self-owned brand through the case studymethod. And then through interview survey, this paper uses ATLAS.TI analysis software toverify the theoretical assumptions, and find out the factors by what path to affect theconstructing self-owned brand, which provides a basis for proposing policyrecommendations to promote export brand construction in Guangzhou.Finally, on the basis of the above analysis, from the government and enterprise levels topropose relevant policy recommendations to promote the processing trade enterprisesconstructing in dependent brand in Guangzhou.