The Influence Of The Small And Medium-sized Enterprise Internationalization Degree And Marketing Activities On Brand Value

This study aims at clarifying general Small Medium Enterprises in China at a "Global Level" through "Marketing Value Activities", thereby affecting "Brand value". From within enterprises, we explore the analysis through "Marketing Value activities" and "Firm’s characteristics" toward "Brand Value". On the other hand, under intense competition, Chinese SMEs within manufacturer’s characteristics and industry characteristics should consider applying marketing strategy to achieve a satisfaction in a corporate alliance performance as well as increasing corporate brand value. Therefore, this research aims at Chinese SME investment as a main objective of this study, to acquire and learn more about our oversea SME’s view on brand value.This study takes "Global Level","Marketing value activities","Alliance Performance Satisfaction","Brand Value", and "Firm’s characteristics" as well as other dimensions toward exploring the effect of "Performance of Enterprise Alliances" and an increase in "Brand Value." Consequently, we took these5variables and its relevance thus linking them together in bringing together an innovative research, thus hoping through validating this research model, we could find a practical approach to give to SMEs in helping them increase alliance performance and brand value.Methodologies of this study are based on survey methods, targeting senior executives from SME’s overseas and domestically. With this said, using multiple variables, LISREL technique applied as the main statistical method in this study.The thesis presents the final study results and put forward the relevant interpretation, then, it draws full conclusion of the whole research, again, based on the research and the empirical results it extracts meaningful connotation of management, and provides appropriate and practical suggestions for the industry as reference; Finally, it gives some research suggestions and further research directions, that is, we can do some related research analyses according to different levels of strategy cooperation. Because the strategy cooperation classification is various, the different cooperation method are widely adopted by enterprises, and usage of different ways of cooperation, example:"research and development cooperation ","financial cooperation","personnel cooperation","multiple-activities cooperation", is the direction of future research can be considered.