China's Brands Big Winners

Author: None
Publisher:
Publish Date: 2003-01-01
Features: The book not only systematically narrates the development of major enterprises, including China Mobile, TCL Group, China International Trust and Investment Corporation, Phoenix TV, Beijing Yanjing Beer Group, AsiaInfo Co., Ltd., Tong Ren Tang Group, Daikin Air Conditioning Co., Ltd., Haier Group, Ordos Cashmere Group, Lenovo Group, Sina, Cosmetics Co., Ltd., and others, covering their important stages and providing a comprehensive understanding of how their brands evolved from unknown to strong. It also delves into the brand management, brand transformation, and brand operations challenges these companies faced during their growth, as well as the corresponding strategies they adopted. These issues include the conflict between enterprise development and brand expansion, building consumer loyalty, fostering employees' conscious brand awareness, the challenges faced by Chinese brands in the market after China's entry into the WTO, and how local brands can go global. The book includes many insightful, brilliant, and creative perspectives. Based on this, author Fiona Gilmour, from the perspective of an international brand design expert, evaluates the development strategies of Chinese enterprise brands. It can be said that this book is an extremely valuable case study of Chinese enterprise operations and the first theoretical work to explore the management of top Chinese brands from an international perspective. It is bound to be favored by business professionals, entrepreneurs, and management researchers.