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Research on Global Branding of Chinese National Culture Products

Author: ZhangYing
Tutor: WangXueCheng
School: Tianjin University of Finance and Economics
Course: International trade
Keywords: Brand Global branding National culture brand
CLC: F279.2
Type: Master's thesis
Year: 2006
Downloads: 977
Quote: 2
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Abstract


For the international competition become fiercer day by day, the Chinese enterprises must enhance their international competition strength to survival. Presently, the competition challenges the enterprises face not merely come from the product price and the technology, the marketing channel and the strategy, the business management and the cultural competition, but also the global branding, as a kind of intangible asset, the brand has become the core content and the method of the enterprise competition and the key to win the customer loyalty and obtain the enterprise’s long-term survival. A successful brand may benefit the enterprise variously, promote the development comprehensively and accumulate permanent property for the enterprise. Meanwhile, with the unceasingly developing of the economical globalization and the division of labor, the global branding becomes necessary for the enterprise development. After China entering WTO, more and more multinational corporations get into China. Most of them have the brand superiority. Under such situation, it is urgent for Chinese enterprise to seek for new opportunities, develop the new market, positively make the Chinese global brand and promote competitiveness.However, the Chinese international brands are substantially rare and have not individuality. Therefore, as utilizing the success experience of the overseas brand, the Chinese brand internationalization should have its own characteristics and excavate its superiority. One of Chinese brand superiority is its unique cultural background. Because of this, developing the Chinese natural culture brand is significant to China. So this article conducts the research on global branding of Chinese national culture products.Beginning with the basic concept of brand marketing, this article introduces the brand marketing theory of common product. Subsequently, it discusses the necessity and the feasibility about global branding of national culture products. It discusses the problems in global branding of Chinese national culture products. In the forth part, the article analyses the cases and summarizes the successful experience. At last, the article designs several corresponding solutions.

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CLC: > Economic > Economic planning and management > Enterprise economy > Companies around the world economy > China
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