Reflections on globalization and national brands and strategies.doc

 PAGE \* MERGEFORMAT 16 Reflections on globalization and national brands and strategies China’s WTO accession is the inevitable development of global economic integration is a historical inevitability. Accession to the WTO, all aspects of our country will have far-reaching impact on the brand of our nation is a huge challenge, but it is a rare opportunity, national brands will be fully into the global journey. This article, through the analysis of the international status quo of national brands, from the theoretical level, the globalization of national brands to explore the road, hoping to march to the national brand of globalization has brought a number of theoretical guidance and help. National brand’s international status 1, the brand’s international reputation and influence of the lack of For a long time, due to national enterprises, international promotion of the national brands do not attach importance to good at making the national brand’s international reputation and influence are very limited, resulting in China is so big a country in the international community are not even utter the least sound of a real brand. Fortunately, in recent years, some domestic well-known national brands have taken the door, and carried out effective promotional activities, in some countries and regions already have a certain degree of visibility and influence. More typical is ‘Qingdao’ and ‘Haier’, as in recent years, Qingdao Beer and Haier Electrical Appliances companies a series of effective international marketing and brand’s international promotion, as part of its Europe and the United States and other countries and regions have already we have a certain reputation and influence, and obtained the relevant local bodies and consumer recognition and acceptance, but it can not be called full sense of the global brand, and they should increase as the global brand, there is still a long way to go. 2, the brand’s international reputation and lack of loyalty As in the pa