The Brand Innovation and Management of Chinese Exported Products

摘要

After more than thirty years' reform and opening up, China has become a big manufacturing country and was a second largest economy in the world in 2010. However, China still has few world-famous brands. This paper analyses the reasons rooted in the history and current social system. It points out who are the protagonists of Chinese brand innovation and what are the approaches for Chinese private enterprises to make brand innovation and management of Chinese exported products.