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A Research on Enhancing International Competitiveness of Chinese Products by Employing Brand Strategy

Author: WuQiongQiong
Tutor: LiQing
School: Hebei University of Economics
Course: International Business
Keywords: Product Competitiveness Brand Missing Brand Strategy
CLC: F752
Type: Master's thesis
Year: 2014
Downloads: 7
Quote: 0
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Abstract


As the globe economic development, the challenge to every company is not onlycome from domestic but also come from abroad. The Chinese company is facing themore severe challenge and cruel competition. Since the completely open to theforeign investments, lots of world-wide famous brand completed the strategic layoutin Chinese market, it is safe to say that every industry in China is in a critical time.After more than thirty years of reforming and opening up, lots of Chineseenterprises harden themselves in the fierce competition of market, and they achieved acertain competition advantage. China is known as the workshop of the whole world.However, Chinese companies gain the most minimum profit in the chain ofproduction. Although China has become the world’s second largest economy, itsenterprises are just bigger but not stronger. Chinese companies and productions arestill not competitive as their fellow foreign competitors. Enterprises wether in thedomestic market or be ready to enter international market, brand is their best choice.Now turning “Made in China” into “Created in China”, and cultivating our ownwell-known brands, not only can enhance products and enterprises competitiveness,but also can play a key role in enhancing national international competitiveness.This article introduces the competitiveness of Chinese production on the basis ofthe explanation of competitiveness and its formation. And conclude the point the lostof Chinese product competitiveness is the lack of famous brand. And use comparativeadvantage trap and smiling curve theory, combined with the success of Apple’s brandstrategy case to analyze the influence of brand to produce competitiveness. Since theimportance of the brand influence, this article discuss the current situation ofdevelopment of the Chinese brand, combined some failed case in China, analyze thereason why Chinese brand is not completive.Finally, since the Chinese production is lack of brand competitiveness, thisarticle provide some advise from both micro and macro aspect, combined with thesuccessful case of Apple Inc. As in micro aspect, enterprises should make efforts to improve brand awareness, brand positioning and brand management; from macroaspect, government should polish the legal system and improve cultivationmechanism to create a good brand strategy environment.

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