跨文化商务交际

The successful promotion of a Chinese Brand product tothe global marketAbstract:Chinese enterprises’brand strategy in recent years has made considerable progress and development, but the West still a big gap compared with developed countries. Therefore, how to make our brand towards the world has become an important topic.Key Words: brand branding global market strategiesWith economic development and people's living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the competition between brands. Brand is both a business products and services unique to the mark, to some extent also is a standard and commitment. It is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning.Chinese enterprises in the theory and practice of brand strategy in recent years has made considerable progress and development, but the West still a big gap compared with developed countries.First, the concept of brand strategy-related analysis1.the definition of brand and brandingA brand is a type of product manufactured by a particular company under a particular name. A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from competition.It is a mixture of tangible and intangible attributes symbolized in a trademark, which, if properly managed, creates influence and generates value.The brand is divided into 6 levels of meaning: attributes, interests, values, culture, personality, the user. Therefore, the most durable brand is the meaning of their values, cultures and personalities, including visual, emotional, the idea that they constitute theessence of the brand.Branding includes brand naming, packaging, advertising, and other sales promotion activities. It is an important part of international product marketing strategy, which involves brand naming, trademark registration, and brand name translation. We need brand vision together with brand platform or architecture based on our corporate business plan for branding.2.The importance of brand and brandingThe main purpose of the brand and branding is to create high visibility, high credibility, and a larger market share enormous economic benefits.First，create high visibility. High-profile corporate products and services to smooth the sale an important factor in business and a great intangible asset.Second, create high credibility.In a market economy, only about reputation, business can be the main market recognition can be long-term development.Third,create a larger market share enormous economic benefits. The success of the brand strategy can make the product more of the sales market, but also in the market than similar products of a higher sale price.In a word,In the long run, the branding is to achieve the brand and grow business and sustainable development.Second,the brand strategy implementation in China Problems and Errors.Currently, Chinese brands have a huge international marker opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.Factors from the point of micro-enterprises themselves: there is a lace of technology development, brand competitiveness is not strong; brand personality, lack of innovation and development capacity;small-scale production and management, brand development lack of overall planning; ability of weak exports and international operations, Brand awareness is not strong; brand positioning is not clear, there is a large range of factors such as blindness and so on.(1) Ignore the brand investment, profit-oriented.Background of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no exaggeration to say that now, the brand has achieved global strategic objectives of transnational corporations sharp weapon, is an important means to achieve capital expansion.Rome was not built in a day cold. Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the long-term planning and strategy.(2) Brand strategy is a systematicThe implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important component of competitive strategy. The implementation of brand strategy is to rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the emergence of many such errors: If that job is to create a brand to take a good name to the product, improve product awareness, or what the product packaging; good brand is drawing a satisfactory visual signs only; Advertising is the only way to cultivate well-known brands, in addition to advertising in the media, big, the other no attention; scale enterprise product once formed, well-known brands on the naturally established; well-known brand is equivalent to high price, to be unrealistically improve the product price.(3) Product is the enterprise competitive advantage in the market can be quickly imitated by competitors, beyond, the brand is insurmountable, real and lasting competitive advantage comes from innovation, in order to “change” should be “status quo”Brand is the concentrated expression of the core competitiveness. The market is constantly changing face of any brand at any time to be out of danger. Too much emphasis on the existing achievements, do not attach importance to innovation, leading to a lot of brand-name “dismount” the major reason. Coca-Cola’s former chief marketing officer Sergio Zyman, “The brand is only the company logo products and services are different from competitors, is the most effective weapon to open up the market, excellent brand can make your product stand out .”Products physical properties, quantity, price, quality, service is very easy to imitate competitors, Er brands, along with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises Yong Yuan Li in the competition undefeated.Third,branding globalization strategies.(1)Establishing a “quality first, winning by quality” business philosophy.Product quality is the cornerstone of creating brand. Competitiveness of their products performance in the competition for the brand, and brand competition while relying on the inherent quality of products. Growth for the brand through a brand is the quality of a brand in the market down are also in most of a problem because of the quality. Therefore, it can be said, quality is the brand of life depends.Another key for a company to globalize successfully is its service. Good service and after-sale service can greatly enhance a company’s image. Dell is an example in good service.(2)Providing the best quality service.Another key for a company to globalize successfully is its service. Good service and after-sale service can greatly enhance a company’s image. Dell is an example in good service.(3)Catering to Consumers’ orientation.The ultimate goal of any brand is to sell its products to consumers. Catering to consumers’needs should be one of the priorities in the process of a company’s growth.(4)Seting a good brand image.A good brand image can instantly evoke a positive response. It is therefore proper to say consumers buy not only a product, but the image associated with the product as well.Microsoft has won praise not only for its products, but its humane and philanthropic acts as well.(5)Brand PublicityA well-known brand cannot e separated from rand publicity.The common ways to publicize a rand are via exhibitions, advertisements, direct sales, promotion, the Internet, spokesmen, etc.(6)Improving the ability of innovation.Innovation organizers. Enterprise is the subject of innovation, not equal to each enterprise can become the subject of innovation, the key is that must have the innovation organizers in the enterprise. That is to say, innovation in enterprise is realized, and entrepreneurs should assume the innovation function. Entrepreneurs better educated and become science and technology entrepreneurs, is the subjective conditions which promote the cooperation of innovation. Entrepreneurs have no the corresponding knowledge level, they don't know the direction of the science and technology innovation, also do not know how to develop knowledge products, also do not know how to work with scientists. If the President of Microsoft company not Bill Gates, the founder have no Wang xuan, the two companies would not achieve success. Thus puts forward the innovation talent cultivation problems, especially both profound knowledge of the subject, and a keen eye of the commercialization of the managing personnel.Organization innovation.Enterprise organization innovation is the optimal management by adjusting the elements human, financial, material, time, information and other resources allocation structure, to improve the existing management elements of the efficiency to achieve. As the company's organizational innovation, which can have a new property right system, the new labor system, the new management mechanism and so on.Technological innovation.With the growing market competition and consumerspending psychological becomes mature, at present the market competition will soon move into the era of brand competition. How to digest imported technology foundation, to realize the independent innovation, form with independent intellectual property rights of the national brand, has become key factors which the enterprises to improve the core competitive power, to win the future market .On the one hand,enterprises should learn from successful experiences abroad to enhance their design and development capability,on the other hand, enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness.Chinese brand globalization is still a long way to go, but we believe that as long as we make long-term efforts, we will succeed in the end.。