跨文化商务交际

The successful promotion of a Chinese Brand product to

the global market

Abstract:Chinese enterprises’brand strategy in recent years has made considerable progress and development, but the West still a big gap compared with developed countries. Therefore, how to make our brand towards the world has become an important topic.

Key Words: brand branding global market strategies

With economic development and people's living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the competition between brands. Brand is both a business products and services unique to the mark, to some extent also is a standard and commitment. It is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning.

Chinese enterprises in the theory and practice of brand strategy in recent years has made considerable progress and development, but the West still a big gap compared with developed countries.

First, the concept of brand strategy-related analysis

1.the definition of brand and branding

A brand is a type of product manufactured by a particular company under a particular name. A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from competition.It is a mixture of tangible and intangible attributes symbolized in a trademark, which, if properly managed, creates influence and generates value.

The brand is divided into 6 levels of meaning: attributes, interests, values, culture, personality, the user. Therefore, the most durable brand is the meaning of their values, cultures and personalities, including visual, emotional, the idea that they constitute the

essence of the brand.

Branding includes brand naming, packaging, advertising, and other sales promotion activities. It is an important part of international product marketing strategy, which involves brand naming, trademark registration, and brand name translation. We need brand vision together with brand platform or architecture based on our corporate business plan for branding.

2.The importance of brand and branding

The main purpose of the brand and branding is to create high visibility, high credibility, and a larger market share enormous economic benefits.

First，create high visibility. High-profile corporate products and services to smooth the sale an important factor in business and a great intangible asset.

Second, create high credibility.In a market economy, only about reputation, business can be the main market recognition can be long-term development.

Third,create a larger market share enormous economic benefits. The success of the brand strategy can make the product more of the sales market, but also in the market than similar products of a higher sale price.

In a word,In the long run, the branding is to achieve the brand and grow business and sustainable development.

Second,the brand strategy implementation in China Problems and Errors.

Currently, Chinese brands have a huge international marker opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.

Factors from the point of micro-enterprises themselves: there is a lace of technology development, brand competitiveness is not strong; brand personality, lack of innovation and development capacity;small-scale production and management, brand development lack of overall planning; ability of weak exports and international operations, Brand awareness is not strong; brand positioning is not clear, there is a large range of factors such as blindness and so on.