China's Brands Big Winners

Author: Du Meng
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, Inner Mongolia Cashmere Group, Lenovo Group, Sina, and Cosmetics Co., Ltd., allowing readers to fully understand the process of their brands growing from strength to strength, but also provides an in-depth analysis of the brand management, brand transformation, and brand strategies they faced during their growth, as well as how they formulated corresponding countermeasures. These issues include the conflict between enterprise development and brand expansion, building consumer loyalty to the brand, cultivating employees' conscious brand awareness, the challenges faced by Chinese enterprise brands in the market after China's entry into the WTO, and how domestic brands can move into the international arena. The book includes many unique, insightful, and creative insights. Based on this, Ms. Fiona Gilmour, an international brand design expert, further evaluates the development strategies of Chinese enterprise brands from her perspective. It can be said that this book is a highly valuable case study of Chinese enterprise operations, as well as the first theoretical work to explore the management strategies of top Chinese brands from an international perspective. It is bound to be favored by business professionals, entrepreneurs, and researchers in management fields.