Study On X Company Overseas Brand Establishment

Accompanied by the advent of economic globalization, the international market competitiveness of enterprises from the price, quality gradually moving towards to brand competition, for the enterprises of international marketing, the market is more important than the factory, in order to be dominant in the market, we have to own our own brand, China reform and open to the world speed is faster and faster, and connect to the world closely, lots of China companies start developing the international market and compete with the overseas companies fiercely, lots of China enterprises have gradually realized that the own brand, especially the own international renowned brand is not only the core competition in the market but also it’s the key to domain the international market, but due to some factors, currently Chinese enterprises in the international market marketing, the independent brand is not so strong, there are many weak points in promoting the brand and other factors, so analysis and research of Chinese independent brand towards the international market, and independent brand domain the international market, it’s important theoretical and practical signification.This article analysis found that more than30years of reform and opening up, Chinese enterprises have been gradually developing some of e well-known at home and abroad brands, these brands have a certain share in the international market. But compared with Europe, the United States, Japan and other developed countries, we still have the big gap, China as a the identity of the second largest country in the world economy, it’s not matching with our economy position in the world, manifested as:China independent brands’ value has big gap with world well known brands, Chinese enterprises innovation and export competitiveness is weak, and the enterprise brand policy is not very stable, there are many difficulties to develop its own brand in the international market, such as cultural integration, usage habits etc., Chinese enterprises lack of independent brands strategic planning, the independent brand positioning fuzzy, lack of core value of the brand identity.Based on the issues during opening the international market using the own brand, this study proposes X company own brand to develop the international market measures, including the beginning of trademark registration, starting and enterprises own brand of international marketing channel strategy. Meanwhile, in order to implement these measures, the study included remodeling Chinese enterprises own brand of international marketing concept, strengthen intellectual property protection system to create a brand room to grow, pay attention to its own brand of asset management, focusing on the accumulation of the company talents and protect the innovative the cultural atmosphere, and so on, so as to lay the foundation to enhance the enterprises’ international market competitive advantage, to promote our country from the world manufacturing country to world innovation country shift.