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Brand Strategy of China's foreign trade enterprises

Author: ShenYin
Tutor: FanLiBo
School: University of Foreign Trade and Economic
Course: Business Administration
Keywords: Brand Strategy Foreign trade enterprises
CLC: F752
Type: Master's thesis
Year: 2006
Downloads: 1080
Quote: 4
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Abstract


The face of the development and changes of the international economic situation , facing fierce competition of the international market , facing the twenty-first century challenges of national economies , the way out of China's foreign trade enterprises , where? Experienced ten years of stumbling , after ten years of reform and development , proved: China's foreign trade enterprises in order to expand exports , the country more foreign exchange in the international market place , it is necessary to implement the brand strategy , must open up the development of its own brand-name products , and constantly enhance the vitality of enterprises , improve economic efficiency, so as to survival and development in the complicated domestic and international market competition to win, can really play a role in driving the country's economic development . This article elaborated the background of China's foreign trade enterprises to implement brand strategy , the purpose and significance of the topic of this paper . The second chapter first describes the meaning of the brand , and analysis of the characteristics of the brand ; then , leads to the concept of brand strategy and its characteristics , which demonstrate the scope of the brand strategy , as well as the use of the brand strategy and implementation example illustrates the brand Lenovo Group strategy. In the third chapter , using Porter's five forces analysis and SWOT analysis of the two methods to analyze China's foreign trade enterprises, the marketing status quo of China's foreign trade brand . Chapter 4 , compared to foreign enterprises , to clear the existing problems of China's foreign trade enterprises brand strategy , and analyze the root cause of the lack of Chinese foreign trade enterprises brand strategy . Finally , from the specific measures and macroeconomic measures , respectively, discussed the development of China's foreign trade enterprises brand strategy countermeasures .

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CLC: > Economic > Trade and Economic > States foreign trade > China's foreign trade
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