The Research On The Brand Construction Of The China’s State-owned Enterprises

As is known to all, Total GDP of China is already the second highest economiesin the world, More than2,000products have been sold and product living first in theworld, China has become the undisputed "world factory". But because of the lack ofindependent brands, lack of core technology, China can only produce low value-addedprimary products for foreign companies, is In the midstream and downstream ofindustry chain of the international division. There are only a few Chinese brands withinternational competitiveness, products with independent intellectual property rightsof all exports less than10%."Made in China" although sales all over the world, thisonly means that the product is manufactured in China, rather than truly "Made inChina". In this case, we can only get a small profit, but we has spent a lot ofmanpower and material resources, we also paid a huge environmental cost, this makesthe interests of our country suffered a major loss in international competition.Creating well-known brand in China、enhancing the added value of Chinese productsand services、enhancing brand competitiveness of Chinese products and services Is animportant task of China’s reform and opening up. State-owned enterprises are thebackbone of the national economy, the development quality of state-owned enterprisesabout the people’s livelihood. Brand as the common language of the internationalmarket Is the core of the competitiveness of enterprises, brand building of state-ownedenterprises can enhance their core competitiveness, there are important historical andpractical significance to state-owned enterprises themselves and the country.Through a systematic economic analysis of the brand in this paper, explain theconcept、features、functionality、utility of brand. From concept、features and discussesfactors affecting other aspects of brand value. Using Hotelling model、Adam Smith’stheory of absolute advantage、David Ricardo’s theory of comparative advantage、H-O theory、Porter’s theory of competitive advantage、theory of core competence、theoryof multinational operations to analysis brand Competitiveness. This paper argues thatbrand building will help the state-owned enterprises of China’s economic developmentpattern、encourage fair competition, promote scientific and technological、protectionof intellectual property、conducive to the establishment of modern enterprise system、conducive to the development of foreign trade、 enhance the internationalcompetitiveness of state-owned enterprises and increasing the value of state-ownedenterprises、ensure national security、dissemination of national culture、improveChina’s international status. This paper summarizes the state-owned enterprises inChina’s history of brand building, analysis of the status quo of state-owned enterprisesin brand building, pointed out the problem and why in brand building and compare thewell-known corporate brand building, Summary from the experience.Concludes withthe state-owned enterprises in brand building proposals...