Brand Building: Strategic Consideration on Ways to Step out of Predicament for Chinese Enterprises in the Post-Crisis Era

摘要：

In the post-crisis era, due to the lack of core technology and brand in the lowest end of international industrial chain, trade protectionism, ofrising labor costs and weakening sustainable development of environment resources, Chinese enterprises are facing more challenges and crises. Through the analysis of successful domestic examples like Gree, Haier and Huawei, who have succeeded in utilizing independent innovation to get an upper hand, this paper points out three trends in enterprises reform in order to cultivate and promote independent brands: institutional innovation, technological innovation and management innovation. With these reforms being under way, we will progressively realize the transformation from Made in China to Created by China.

关键词： Post-crisis era Independent innovation Brand building

作者: FU Zheng

作者单位: School of Political Science and Public Administration, Wuhan University, Wuhan, P.R.China 430072

会议类型: 国际会议

会议名称: The 5th International Conference on Product Innovation Management(第五届产品创新管理国际会议 ICPIM 2010)

会议地点: 武汉

会议语种:英文

页码: 25-30

在线出版日期: 2010-07-10（万方平台首次上网日期，不代表论文的发表时间）