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Study on the Branding Strategy of Chinese Ceramic Exports

Author: ZongWenYing
Tutor: SunNing
School: Dongbei University of Finance
Course: International Trade
Keywords: Chinese ceramics Export Brand Strategy
CLC: F752.62
Type: Master's thesis
Year: 2010
Downloads: 500
Quote: 1
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Abstract

Chinese ceramic has a history of 5,000 years, China's traditional export products. Today, China has become a veritable ceramic producing countries and trading power in the international market is becoming more and more prominent. As the birthplace of the ceramics industry, our country enjoys the porcelain country \After joining the WTO, China's ceramic exports to over 200 countries and regions, to maintain a stable and sustainable development trends, the strong upward trend, the development of the situation gratifying. According to customs statistics, in 2002 China's exports of ceramic products for many years to maintain high-speed growth of more than 20%, but gradually increase as domestic energy saving measures the intensity of the last two years, the export tax rebate rate cut, the devaluation of the yuan and China's ceramic limited adjustment of the export strategy, the slowdown in the ceramic export growth in China. In addition, Chinese ceramics enterprises, cheap labor, and the so-called rich resources, has been our competitive advantage depends. However, brand advantage in raw materials and energy prices rising labor costs increase, the impact of international trade protectionism, this competitive advantage by multinational companies is gradually overshadowed. The evolution of competition in the enterprise today has become a brand and its well-known competition. As China's ceramics industry, manufacturing power and brand contradictions of a small country and a major exporter, with exports weak country will be more striking, leading Chinese ceramics have been at a disadvantage in competition with the giants of the international ceramics in the international market of high-end ceramic products China ceramic brand is hard to find. How to deal with competition, to rejoin the ranks and lead the development of the ceramics industry in the world, must face the problem of China Ceramics Industry. No brand has been a dead end, low-end products of traditional road. Therefore, in order to remain invincible in the fierce competition, enhance the competitiveness of their core brand strategy is imperative. Therefore open up the international market for ceramic products, and build their own brand competitive advantage has become the most important issue of the Chinese ceramics and focus. Learning the theory of brand strategy, research on the history of China's ceramic industry and ceramic export status quo, and the basis of the analysis of the the ceramic brand strategy at home and abroad, the author used a SWOT analysis mode from the strengths, weaknesses, opportunities and challenges in four areas analysis of the ceramic export industries in China the possibility and necessity of the implementation of brand strategy and problems you might encounter. On this basis, the recommendations of the ceramic export industries in China Brand Strategy. This paper is divided into seven chapters according to the logical order. Chapter 1: Introduction. The main statement of the background and significance of the topic of the thesis. Summary for of ceramic brand strategy in China research literature. The contribution of this paper then describes and research methods, the structure of each part of the main points of the brief paper. Chapter II: the theory of brand strategy. First, the connotation and characteristics of the brand. A brand elements including external and internal factors. Brand, in essence, represents the commitment of the seller of the product features, benefits and services. The essential characteristics of the brand is practical, symbolic and cultural identity. Identification and image shaping function, value-added features to promote sales and management functions, restrictions and protection functions. Its competitive advantage is to avoid anti-dumping occurs frequently, to produce the brand premium effect, to create low-cost and differentiation advantages. Then, the brand strategy, brand positioning, brand differentiation, brand communication, brand marketing. Finally, the brand strategy mode. Provide adequate theoretical basis for the thesis research on brand strategy. Chapter 3: analysis of domestic and international ceramics industry history and export status quo. First, the history of China's ceramic industry. Then describes the the export status quo of Chinese ceramics industry. For example, the increased exports of domestic ceramic sanitary ceramics exports decreased; export the ceramic product structure change; further expand the export market; first exports of the EU to maintain its market position; exports to the United States increased slightly over the previous year; formation the main production base for ceramic exports; upscale ceramic market developed steadily. Then introduced the ceramic market international trade situation, the ceramic industry as developed countries gradually migrate to the developing countries, developing countries export capacity enhancement. Through these analyzes, we can see the importance of the application of the brand strategy of the development of China's ceramic industry. Chapter IV: Ceramic brand status at home and abroad. First, the regional brand of Chinese ceramics. Then domestic ceramic brands as well as their brand strategy, including Dongpeng, the new source, Huaguang red roses. And then introduce the the International Ceramics brand and their brand strategy, including Wedgwood, Royal Doulton, Hermes, Royal Copenhagen and Noritake brand strategy. The observation of these typical and successful brand can provide a reference for the Chinese ceramic brand building. Chapter 5: SWOT analysis, of ceramic brand building in China. Ceramic brand building in China has the following advantages: the rich historical background; the rich ceramic raw materials and resources; ceramic industrial scale; rapid development of supporting industries. Adverse conditions: lack of brand awareness; lack of effective brand strategy and core competencies; domestic raw materials and energy prices; implementation of the national low-carbon and energy-saving emission reduction policies. Chinese ceramics industry brand building still has the opportunity, for example, competition conducive to industry consolidation; accession to the WTO, trade autonomy; competitive environment more fair; exchange rate reform will help to improve the structure of exports of ceramic products in China. But we also should pay attention to the threat of brand building, for example, consumers weak national brand awareness; export tax rebate policy adjustment; RMB appreciation; international trade protectionism and anti-dumping complaint. These analyzes can provide guidance for the formulation of brand strategy. Chapter 6: China's ceramic brand building proposals and measures. Combine the study of theory and case studies, the paper concludes with some meaningful, workable strategy. The constructive strategy includes efforts on two levels: ceramic enterprises should carry out the brand positioning, enhance the cultural connotation of the brand; enhance the core competitiveness of the brand through continuous innovation; carry out industrial integration, and the scale of production; increase brand The sense of crisis; government, should be given full support to the construction and protection of our ceramic brand. Finally, the chapter briefly review the full text of keynote and come to the Chinese ceramics brand is bound to the world, to participate in international competition ranks conclusion.

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