全球化背景下中国民营企业的品牌研究.PDFVIP

全球化背景下中国民营企业的品牌研究 Research of China‟s Private Enterprises and Brands on a Global Background Thesis Presented in partial fulfillment of the Requirements for the Degree Master of Arts in the Graduate School of The Ohio State University By Kara C. Babb, B.S Graduate Program in East Languages and Literatures with a program in Advanced Chinese Language and Culture The Ohio State University 2011 Thesis Committee: Jianqi Wang (Advisor) Galal Walker Copyright by Kara Caitlin Babb 2011 Abstract The opening of China‟s domestic market in the late 1980‟s and the internationalization and rapid development of its market not only provided new technological innovations and foreign capital, but also opened the market to foreign competition. This competitive rivalry often resulted in the purchase, loss of controlling shares and/or the eventual disappearance of many well-known Chinese domestic brands. China‟s admission to the World Trade Organization further exposed the country‟s internal market to intense competition from world-class international brands. Increased competition and strict international standards has forced China to examine its own international competitive position, as well as strengthen the international competitiveness of domestic brands. In recent years, numerous quality issues with Chinese- made products has attracted the attention of global consumers, and has negatively influenced international consumer opinion towards “Made in China.” China can no longer passively remain at t