New Era Brand Marketing Strategy of Chinas enterprises.doc

 PAGE \* MERGEFORMAT 8 New Era Brand Marketing Strategy of China’s enterprises Abstract: With the intensified economic globalization, Chinese companies how to carry out the context of economic globalization, brand marketing is very important. To this end, the article analyzes the impact of China’s corporate brand marketing factors, the systematic combination of strategies proposed by the Trinity, from the overall brand marketing to enhance the competitiveness of Chinese enterprises. Keywords:: China’s enterprises; brand positioning; brand penetration; brand maintenance A new era of China’s corporate brand marketing background 1. Concerned about the new phenomenon in the world market competition Into the 21st century, the pace of economic globalization is so fast that people are used to redefine the previous social, economic, and cultural values. The new economic era, so that enterprises must pay attention to the worldwide market a new phenomenon. (1) The era of personalized service to consumers. Current customers showing a diverse, multi-level trends, business in order to maintain the old customer base, and continue to attract new customer base, it is necessary to meet the ongoing needs of individual consumers. (2) product homogenization, without differentiation. May still monopolize the market today, Ngau Tau technology patents, tomorrow may be found in competitor launched a similar ‘coincidence’ of goods, trade secret no longer, as previously, to get complete protection. 2. The brand awareness of Chinese enterprises for the process of Global economic integration, competition-oriented Without Borders, a new pattern is triggering competition among enterprises, following the birth of industrial society, has been the most profound changes. China’s foreign trade in brand marketing, however, worrying about their own understanding of the brand is going through a complex process: (1) from the brand does not matter to establish the status of the brand st