The Study Of The Ability Of Self-owned Brand Innovation Of Chinese Enterprises

With the overall background of economic globalization, the traditionalcompetitive landscape and competition mode are being changed by the new features,such as the internationalization of the domestic market and the domestic of theinternational competition, which brings the comprehensive demands of brandconstruction, management and innovation by the market economic system. Nowadays,the trend of globalization makes the product competition in the market of the worldgrow into brand competition, whether our enterprise brand having corecompetitiveness has become the outward manifestation of sustainable development ofenterprises.Facing up to the facts of the situation of the development of Chineseenterprises self-owned brand,it really brings Chinese enterprises strong pressure ofcompetition. Under the underground, in this paper, Chinese enterprises need toprovide self-owned brand innovation, in order to speed up the development of thenational economy and improve the competitiveness of enterprise produces in theinternational market.This paper labors the problems and development of self-owned brand innovationof Chinese enterprises, taking self-owned brand innovation as the breakthrough pointand the international market as the ultimate goal. The article adopts the method ofempirical analysis, taking Huawei company as the case study, in order to learn itssuccessful experience of brand innovation and puts forward the strategy andrecommendations of improvement of ability to brand innovation, looking forward toprovide the reality basis for the our country private enterprises exploring the domesticand foreign markets.There are four sections in this paper, the first section is the introduction part,mainly about background of the subject, research purposes and practical significance.Then it points out the research method, features and some innovation. The second partdescribes the theory of the self-owned brand innovation and introduces thedevelopment history of our country enterprise independent brands, the currentsituation and poses some problems. The third part is case analysis, it systematically analyze the ability of Huawei self-owned brand innovation. The forth part is summaryand outlook, on the basis of experience of Huawei, it puts forward somecountermeasures and suggestions. Among them, the third and fourth sections are thecore parts of the thesis research. The ability of Huawei self-owned brand innovationplays a guiding role and becomes a reference for our country enterprise constructingits self-owned brand.