2015, Volume 17, Issue 7
Strategic Study of CAE >> 2015, Volume 17, Issue 7
Development of Made in China Brand: Problems, Causes and Upgrade Strategies
1. Shanghai Academy of Quality Management, Shanghai 200050, China;
2. Shanghai Jiaotong University, Shanghai 200240, China;
3. China National Institute of Standardization, Beijing 100191, China
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Abstract
The lack of brands is one significant sign of Chinese-made goods known as large but not strong, and it is an important reason that Chinese products are very difficult to enter the international high-end market. The change from “Chinese products”to “Chinese brand”is an inevitable way for transformation and upgrading of China Manufacturing. Through a variety of research methods including literature reviews, expert interviews, surveys, case studies, etc., this paper describes the overall situation and problems of Chinese brand development and analyzes the causes from the perspectives of macro factors, business factors, product/service quality factors and the medium factors. According to the different roles played by the government and the enterprises in Chinese manufacturing brand development, this paper brings out strategic suggestions, respectively.
Keywords
made in China ; brand development ; quality ; safety ; innovation
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