Chapter 1 Introduction One significant factor promoting brand internationalization is that consumers have shown higher and higher level of similarity in the purchasing behavior. for instance, Lenovo, Haier, TCL and so on. But, most Chinese corporations have too many problems like brand value can not reflected in international market compare with in China, wrong market position and strategy, inefficient management, and so on. Entry into WTO has offered the fair competing platform for Chinese corporations and more opportunities in the international market. It has been the focus that how Chinese corporations learn and accumulate international marketing experience, as well as improve the brand value, set up correct strategy, set up validity management of Chinese brands to increase its competitiveness in international market. That is why I choose this topic. This research project is worth to do and it is significant as well, because it is the hot topic in the fields of brand marketing research in China that how Chinese corporations realize the brand http://ukthesiss.com/dissertation_writing/internationalization strategy. Brand internationalization has shown its significant role of Chinese corporations in international market. But the development of Chinese brand is stall in initial stage; and most Chinese corporations face huge challenges, for instance, the weak international competence, weak willingness of brand internationalization, poor brand reputation in international market. Under this situation, it is important for Chinese corporations to change the strategy to do effective brand management.
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