The Strategy Analysis Of Brand Multinational Operation For Chinese Enterprises

The chapter1of this paper gives a brief introduction to the background and significance of brand multinational management of Chinese enterprises. China’s foreign trade is facing a severe test, the RMB appreciation, rising labor costs, raw material costs continue to increase. The "world factory" status has been unable to continue, and China’s economy is an urgent need for transformation. From the point of view of economic development process in developed countries, the development of brand economy and the implementation of brand strategy is the key to improve the core competitiveness of enterprises. Thereby, increasing China enterprises’competitiveness and brand value has important strategic significance for Chinese enterprises and China’s economic transformation. The chapter2has defined the concept of Brand, transnational business and brand operation of transnational and so on. And exposition of the related theory is discussed about brand transnational operation in detail. The Chapter3is an in-depth analysis for the current situation and existing problems of cross-brand management of Chinese enterprises. The chapter4is empirical case analysis about TCL and Haier. According to TCL and Haier case analysis, it is found that the existing problems of the TCL multinational brand operation. We also can see the successful experience of Haier brand multinational operation. According to the earlier analysis of the current situation and problems, the chapter5put forward corresponding countermeasures the problems for China enterprises’ brand multinational operation. Generally speaking, the strategy of China enterprises’ brand multinational operation is to strengthen independent innovation and technology research and development, strengthen brand positioning, brand promotion, brand communication, brand protection, refining the core values of the brand to improve brand management of Chinese enterprises, and increase brand awareness so on.