On Path Selection brand competition.docVIP

On Path Selection brand competition Summary: In the process of economic globalization, Chinese enterprises must pay attention to the brand strategy must be well integrated brand, thereby enhancing the competitiveness of enterprises. This paper analyzes the three kinds of brand competition path, that is, create their own brand, the brand co-branding and mergers and acquisitions. Keywords:: brand competition, brand competition Path Brand competition situation of Chinese enterprises After accession to the WTO, China’s economy has been gradually integrated into the international market, national enterprises are facing ever more intense competitive environment. Such a fierce market competition is the product quality, technical service and price elements of competition, ultimately achieved through brand competition. The economic strength of brand-name backing to split the world’s resources, expanding the global market, will be running a major international economic characteristics. More than 20 years of reform and opening up, China’s economic development has attracted worldwide attention. By 2004, China’s GDP has risen to sixth in the world, trading volume rose to fourth place, China’s color TV sets, clothing, shoes and hats and so on up to more than 100 major products output ranked first in the world. Clearly, China is the undisputed big manufacturing country, but we are the undisputed brand weak. Authority in 2003 by the World’s Top 100 most valuable brands in the world, the United States accounted for 62, Japan, France, Germany and the United Kingdom each 67, our country is zero. In the era of global competition, China’s national enterprises, there is no lack of production advantages, but we lack the brand, the lack of a global brand, the lack of a strong brand. So how can we create a modern enterprise truly belongs to its own strong branding? Path analysis and selection of brand competition Brand is a product of the market economy, an enterprise competition