Regional Brands And International Brands Cross-border Cooperative Strategy Research

This article, based on the above-mentioned research,makes promotion of the brand and research design through the international brands and summarizes the choice criterion, basic routes, plan principles ans design methods based on the brand fit, to make the the strategy more systematic and planned.With the market economic competition becoming more and more fierce, fast retailing era is born at the right moment.Some fashionable factories with some regional influence cross-border cooperate with the international brands, which is another significant brand strategy. It opened the new path for the enterprises to promote brand property and enter in the international market.Firstly, this article points out the problems of enterprises brand and international ones. As for the regional brands, it should not only promote its own popularity, but also make a plan to enter in the international market. While for international brands, it should make it aim as expanding the market shares and exploit new fields.Secondly, it makes the specific explanation from the strategy of brand fit, combining the related theory of brand, customer and market, using and satisfaction theory of people first and the related samples, such as cross-border cooperation between Disney and Uniqlo, it makes the discussion of the choice criterion of brand fit. Then, it verifies with the existing cross-border cooperation strategy and makes the conclusion, for the enterprises, their combination is the trend and the key procedure is whether they can choose the proper brand. In order for the cross-border cooperation of regional brands and International brands to gain profit in the fierce competition and get better survival and development, We must pay attention to the brand fit strategy analysis in the process of brand cooperation. On this basis, the research concludes the choice criterion, basic routes, plan principles ans design methods based on the brand fit.Finally, it gives some explosive suggestions. Hope that it can provide some beneficial references for the brand cross-border cooperation with the background of globalization and brands with different level and influence, especially the strategic research. As the Chinese current situation of more chances and challenges for the enterprises with the industrial transformation and rapid development, it provides helpful references.