Study on the Implementation Path of Brand Strategy of Chinese Enterprises’ Foreign Trade Export

Abstract

The brand is one of the components of the commodity, without its own unique brand of goods is difficult to enter the international market, even into the market, there is no long-term competitiveness. On the basis of analyzing the motives of the implementation of brand strategy of Chinese enterprises' foreign trade export, this paper reveals the existing problems from the aspects of low value, lack of cultural connotation, lack of marketing means, lack of innovation spirit and lack of independent intellectual property rights, clear brand positioning, adhere to scientific and technological innovation, broaden the marketing channels, strengthen the protection of property rights and other aspects of the corresponding countermeasures.