| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 97 === The purpose of this study is to analyze some successful enterprises with famous brands in Mainland China from the angles of management strategy and to find the successful factors from the marketing activities, channels to branding identification in detail. Along with the analyses of outcomes and findings, we hope that this research can benefit Taiwan enterprises when they build branding images in Mainland China, and provide managers of business administration with wider and deeper reference values.
It was mentioned in the past studies, there were niches in building successful branding, such as cooperation with local distributors, branding promotion in the business advertisement, branding strengths of foreign products and fancy to famous brands. However, this research has found other critical factors affecting successful brands:
I. R&D in anti-copying: China can duplicate brands very fast. As a result, it is the only way for enterprises to keep attraction and leading position in the consumer market (even China government has no methods to control copying events) by innovation and development.
II. Localization: To get close to Chinese consumers, foreign enterprises are devoted to localization. On the other hand, the real localization should be realized from understanding local culture and residential activities. Also, those foreign enterprises are supposed to localize manpower, marketing and management.
III. Branding strategy in different channels: In China, the structures and choices of channels are important factors in building branding effectively. Under the mature structure, it is useful to promote with appropriate marketing. Oppositely, under the immature structure, branding management has to emphasize on the sales models cooperating with partners.
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