Title :
The Brand Innovation and Management of Chinese Exported Products
Author_Institution :
Sch. of Bus., East China Univ. of Sci. & Technol., Shanghai, China
Abstract :
After more than thirty years´ reform and opening up, China has become a big manufacturing country and was a second largest economy in the world in 2010. However, China still has few world-famous brands. This paper analyses the reasons rooted in the history and current social system. It points out who are the protagonists of Chinese brand innovation and what are the approaches for Chinese private enterprises to make brand innovation and management of Chinese exported products.
Keywords :
international trade; marketing; social sciences; Chinese exported products; Chinese private enterprises; brand innovation; brand management; social system; Companies; Cultural differences; Educational institutions; History; Industries; Technological innovation; Chinese exported product; approach; brand; innovation; management;
Conference_Titel :
Information Management, Innovation Management and Industrial Engineering (ICIII), 2011 International Conference on
Conference_Location :
Shenzhen
Print_ISBN :
978-1-61284-450-3
DOI :
10.1109/ICIII.2011.360
