Misunderstanding of Chinese enterprises to build brands.docVIP

 PAGE \* MERGEFORMAT 3 Misunderstanding of Chinese enterprises to build brands First, Chinese companies to build brands Mistakes February 9, 2007, China’s Ministry of Commerce issued a ‘China Brand Development Report (2006)’, that China’s brand development gap compared with developed countries there is nine. The report notes that reform and opening up, China has gone through a stage of the brand and the brand of economic enlightenment stage of economic development, enhance the brand economy is now in phase. However, the overall level of China’s Brand Development and China’s economic and trade does not match the level of development, there is a great gap compared with developed countries: first, brand awareness is not high; second is the brand value of the assets remain to be improved; 3 is the brand international slow process; four independent innovation ability is the brand needs to be strengthened; 5 is the lack of advanced brand idea; 6 is the lack of long-term strategic brand management; 7 is a brand management strategy to be improved; 8 is the brand asset management is not mature enough; 9 is the lack of brand crisis management experience. What has caused the development of these nine Chinese brands close the gap? We existing Chinese enterprises carefully studied ways to build brands and found that they generally are subject to certain marketing and brand theory From EMKT. misleading, more number of Chinese companies is still in the spontaneous stage, no clear idea of brand strategy. 1, Philip Kotler misleading: to meet consumer demand-oriented Brand The concept to meet consumer demand, from Northwestern University marketing professor Philip Kotler’s ‘Marketing Management’, the book into a book in the last century 60’s, summed up and reflected the era of the last century the United States, marketing 40,50 environment and market characteristics. At that time the United States is in a golden age of business development, consumer demand, corporate high-s