Chinese Global Brand Values And Financial Performance

As the iteration of technology and distribution channels expanding, brand marketing is increasingly important. Chinese global brand as a part of global brand, are considering how to be truly global brand from semi-global brand. Now there are few studies on the difference between enterprise values and customer perceived values, and the relation of the values differences and financial performance, so this study puts forward that there is difference between the enterprise values and customer perceived values, on the other hand, the different values distance levels will have the different financial performance.In this paper, we study the Chinese global brand from the 183 U.S. listed Chinese companies. Due to the limited overseas customers’ reviews of Chinese companies, finally we selected 40 companies in information technology industry and customer unnecessary product industry. This study adopts qualitative research method to obtain the enterprise values, and through pretreatment, secondary treatment, social situation and emotional analysis process of text mining to analyze consumers’reviews on the official Weibo. Based on Schwartz and Boehnke (2004) and Torelli et al.(2012) brand values framework, the enterprise values and consumer perceived values are encoded. Take customer values dimension mainly considered and figure out the absolute distance between customer perceived values dimension and enterprise values dimension, and the values difference is divided into "Zero distance difference values", "First class values differences", "Second class values differences", "Third class values differences" four levels. Finally the four levels and average financial performance are studied.It is found that about 75% researched companies have values difference between consumer perceived values and enterprise values, and different industries have unique values dimension, but the consumer perceived industry-specific values is not the same as industry advertised. The characteristic value of consumer unnecessary product industry is the dimension of self-transcendence, information technology industry is the openness to change dimension, but consumer perceived value of the unnecessary product industry is outstanding in self-improvement and the open degree towards change, the information technology industry is in self-improvement and self-transcendence.Four values difference levels and average financial performance study indicates that the zero class difference has the best performance on average sales gross profit margin, average return on total assets investment, average return on net assets. But the opposite performance of the third class values difference. About the average financial performance of first and second distance classes are not so obvious.This study finds that the difference between enterprise values and customer perceived values is obvious, using the calculation method of customer perceived values, and points out four values difference types. In addition, the relationship of values difference classes and average financial performance is found, which will be the beforehand experiment for the study of exploration the influence of financial performance and values difference.