A Study On Influencing Factors And Tactics Of Branding In Chinese Industrial Associations

After the18th representative assembly of CCP, the function of our government and the administrative setup has been changing. As a result, the trend of multi-governance is more and more obvious. This gives social organizations a good chance to develop. As a mutually beneficial economic organization, trade associations are non for profit and composed of member companies. They need to serve a certain industry and represent the interests of it. With the fast development of market economy, some companies are exposed to damage others’interests while pursuing profits. Relevant trade associations can deal with these cases. However, the power and the capability of action of trade associations depends on its extent of branding and credibility. Intermediation, mutually-beneficial and self-control are the core characteristics of trade associations. Compared with governmental departments, trade associations are expected to be more reputable. So, it is valuable to establish the brand of trade associations. We can regard the branding of trade associations as the important aspect of long-term development. But, the researches about trade associations’branding haven’t been focused on both at home and abroad.The thesis teased out the current researches of branding and influencing factors of trade associations through methods of literature review, indepth interview and cases analysis. Meanwhile, the thesis divided the influencing factors of7aspects and14items into two parts. One is about internal organization, and the other is about the outside of the organizaiton. On the basis, the thesis proved the positive or negative impact of these factors through imperical data, four cases and the theories of stakeholders, industry association organization boundary theory and brand iceberg theory. Finally, the thesis raised out the tactics from two dimentions and analyzed the importance and difficulty degree of them. From the standpoint of internal organization, there are three macro and seven micro tactics. From the standpoint of the outside of he organization, there are four macro and five micro tactics. These above promoted brand building research and provided some theoretical and practical references.