Perspective of Chinas industrial enterprises in brand building.doc

 PAGE \* MERGEFORMAT 9 Perspective of China’s industrial enterprises in brand building Advent of the era in all walks of life today shouting brand, China’s industrial enterprises in brand building is still relatively backward, this is determined by China’s industrial enterprises of the sector-determined, the concrete expression of the following: 1, China’s industrial enterprises are mostly old type of state-owned enterprises, institutions backward, protected by the State. 2, China’s industrial enterprises, high barriers to entry, competition with relative ease. 3, China’s industrial enterprises by the challenge of fewer foreign-funded enterprises. 4, China’s industrial enterprises in the industry characteristics, and lower treatment determines the relative lack of trained personnel. 5, China’s industrial enterprises, a small number of products, unit prices high, particularly evident in the role of marketing. 6, industrial products, customers are mostly enterprises, Shou Zhongmian narrow, supervision opaque, to the pressure on small businesses. 7, the complexity of industrial enterprise products, not simply the separation of the merits and good or bad. It is for these reasons, China’s industrial enterprises as a whole does not pay attention to branding, but we can not say that the Chinese industrial enterprises in brand building on the dispensable or insignificant it? The answer is of course negative, because: 1, with the behavior of the Chinese government reduced its market after accession to WTO more open, leading to more and more liberalization. Inevitably there will be a growing number of foreign-funded enterprises and the private economy to join the competition will become increasingly fierce. 2, with China’s legal system becomes more complete, giving those who use illegal means such as personal public relations-oriented enterprises selling mainly getting smaller and smaller living space, brand building is the only way out. 3, brand competition