Perspective of Chinas joint ventures in the process of branding issues.doc

 PAGE \* MERGEFORMAT 14 Perspective of China’s joint ventures in the process of branding issues In recent years, with the large influx of foreign capital abroad, China has become a wave after wave of ‘joint venture tide’. Indeed, utilization of foreign capital for the development of Chinese enterprises had a positive role in the development of domestic enterprises, such as to break the financial, technical bottlenecks, optimize the industrial structure in China, improve the management level of domestic enterprises. However, there is no free lunch, in reference to foreign investors we are delighted at the same time, we also find that brand of Chinese enterprises during the loss of trademark rights in the joint venture are quite serious. There are many famous foreign brands in the joint venture after eating, gradually disappeared from the market is hard to find the trail. Although some of them are still on the market public appearances, it also exists in name only, at risk. 1, China’s joint ventures in the loss of the phenomenon of the brand trademark shocking present, a joint venture to process the loss of the brand trademark is extremely serious. Carbonated beverage market, foreign brands more than 90% share of the domestic left alone ‘Jianlibao’ is still struggling; Cosmetics on the market, foreign brands have occupied 75% of the market share; An annual output of 50,000 tons of beer industry, companies with more than about 60, 72% is already a joint venture, the top 10 brand of Chinese only ‘Qingdao’, ‘Yanjing’ and ‘Qianjiang’; Washing products market, the four major annual nationwide Super 8 million tonnes of washing powder plant has been eaten by three foreign investors; Light-sensitive industries, Chinese enterprises except ‘Lucky’, the rest were ‘Kodak’ incorporation; Food, medicine, industry, international brand market share has reached 30% - 40% ... ... In the raging waves of the ‘joint-venture tide’ in the past many of our well known local brand