Made_in_China_2008中国品牌走向全球市场的挑战（英文）.pdfVIP

Made in China 2008: The Challenge for Chinese Brands Going Global TM Creating and managing brand value 创造和管理品牌价值 Contents p01 Background p02 Executive Summary p04 “Made in China” in the Global Market p10 The Opportunity for Chinese Brands p17 Appendix: Methodology MADE IN CHINA 2008 Background Now is the critical moment for Chinese business leaders to re-think the next stage of growth Chinese manufacturers have deeply entrenched in the image This report summarizes the key long been proud of selling their of Chinese products. An image findings from our research and goods to the world market and only further compromised by provides a tangible assessment earning China trillions in trade Chinese quality scandals and of the made in China label and surplus every year. Low-cost their subsequent media coverage the progress of Chinese brands. labor, massive infrastructure in Western nations. We hope these insights will investment, tightly-clustered help those Chinese companies industrial chains and Now is the critical moment for with international ambitions coordinated government Chinese business leaders to re- to identify the challenges and strategies have sustained think the next stage of growth. opportunities for going global China’s economic miracle. But This transformation must not and lay down a roadmap for the Chinese manufacturers now face only take place in areas such journey ahead. increasing challenges posed by as technology, quality control a weakened US dollar and the and international cooperati