Though trade volume has risen greatly, China has been facing more and more trade frictions since 2005. The reason mainly lies in the negative effect from ‘Made in China’. Nowadays, trade protectionism is spreading widely. The growth mode of ‘Made in China ’which is excessively relying on export capacity will eventually come to the end . Our enterprises can only enhance their export competitiveness by creating their own brands and improving investment efficiency.
This article was divided into three parts , the first part analyzed the current situation and problem existed in the export of Chinese enterprises OEM products and brand products .The second part analyzed 4 big problems that enterprises confronted with in the process of making brand strategy, the last part brought forward my viewpoints and suggestion to brand strategy from the perspective of Chinese enterprises.
[Key words] Brand; Brand Strategy; Brand Competitive; OEM Production; Made in China