The Diagnosis Study Of WANLI Company's Brand Internationalization Strategy

With the development of the economic globalization and international trade, the competition between enterprises is increasingly much fiercer. Now, the competition of enterprises is no longer competition of products, but the competition of brand. The products without a brand have been abandoned. How to create an international brand, improve the added-value of products, enhance company image and international competitive strength, which all becomes the factors to be urgently considered by small and medium foreign trade enterprises. Currently, the lag of enterprises' brand construction has been restricting the development of small and medium foreign trade enterprises in our country. In order to remove obstacles during the developing process of small and medium foreign trade enterprises, we must analyze the deeper problems which impede brand construction of them.The core of this article focus on the brand strategy of enterprises. In order to illustrate some existing problems of brand strategy of small and medium foreign trade enterprises in our country, here we take the WANLI Company's brand strategy as example, analyze the problems and propose corresponding strategies and measures. The article mainly has six parts:First, it indicates the significance and methods of the research, and shows main content of the research. Second, it introduces and analyzes profile and brand circumstance of WANLI Company. Third, it lists some problems of brand positioning, publicity and other aspects about WANLI Company. Fourth, it proposes some strategies on how to implements international brands. Fifth, offers some other supporting measures. Last, it is a profound summary for the article.