National Enterprises In China Brand Extension Strategy

With enterprises gradually enter diversification, enterprise competing increasingly fierce brandstrategy as an important means of competition, more and more attention in brand strategy, brand extensionstrategy is the use of many enterprises is most commonthe form of a strategy. For my country, China’sreform and opening hours not long after joining the WTO, trade barriers to be broken, the commercialcompetition tends to be more international, companies face competition not only in the region or thecountry, but also abroad more the big threat, and enterprises to survive in the fierce competition, brandstrategy must continue to develop, grow.In this paper, a method of combining theoretical research and case studies, through a large number ofempirical studies, combined with the principles of marketing, Principles of Management and Principles ofConsumer Psychology, starting from the definition of brand extension, brand extension strategysignificance, the role of theoretical models andadvantages and disadvantages conduct a system analysis andelaborated, at the end of the article, combined with the typical practical case of brand extension of the movedue to the enterprise, success factors and mistakes of the Department carried out a detailed analysis, in turnraised the our national enterprise brandextend some of the recommendations of the road. Which the brandextension defined brand new judgment, more comprehensive risk control of the brand extension pointinnovative proposals and our national corporate brand extension of the road proposed.This paper mainly research and innovation have the following points:A range of brand extension are further defined in terms of brand extension, the current studyconsidered only the extension of a brand product, I think that this is a narrow definition for a businessenterprisebrand enterprises have regarded brand, the enterprises also a brand, and then zoom in a bit, aregional and even national, is also a brand, so the expansion behavior of an enterprise, the same is also abrand extension.Combined with the theory of brand extension, according to the characteristics of China’s nationalconditions and the development of Chinese enterprises, some of our national enterprises in brand extensionstrategy in international competition, China’s huge market sought after by foreign capital poured into Chinamarket, and our national enterprise is still at a preliminary stage, after decades of development,although some companies are slightly achievements, however, from a global point of view, China’s nationalenterprises should take the road is still long, imitate Chinese enterprises rarelyinnovation, which is thebiggest drawback of the Chinese enterprises, growth enterprises to pursue short-term interests of the neglectof the core values, even if the development is only temporary, in the long run, is not conducive to thegrowth of Chinese enterprises.