1. The survey shows that among the brand investment, 21% have no investment, 3% have invested -5 million, 18% have invested .5-1 million, 3% have invested 1-15 million, and 18% have invested more than 15 million. 2. The proportion of brand investment in the total sales is low. The survey shows that in terms of the proportion of brand investment in sales, enterprises account for 18% in -1%, 15% in 1-3% and 6% in 3-5%. 3. Brand building and brand awareness of enterprises are improving, and the basic platform construction is relatively perfect. The survey shows that enterprises have relatively perfect brand promotion departments, 97% of enterprises have set up special brand management and promotion departments, only 3% have not set up brand promotion departments, 88% of enterprises are in charge of brand work by people above the vice president of enterprises, and 12% of enterprises have no special person to manage them. 4. Enterprises' awareness of intellectual property protection is constantly improving, but they don't pay enough attention to the protection of independent intellectual property rights. The survey shows that 82% of enterprises have established institutions to safeguard independent intellectual property rights, indicating that their awareness of independent intellectual property rights is improving, 15% of enterprises have not yet established them, and 3% of enterprises have not filled in. 5. Enterprises pay more attention to brand strategic planning. Enterprises pay more and more attention to brand strategic planning. 82% of the surveyed enterprises said that they have formulated global brand strategic planning, 12% have not yet formulated global brand strategic planning, and 6% have not filled it in. 6. Brand positioning of enterprises in China mostly belongs to national brands, and the level is low, which needs to be developed. In terms of brand positioning, 32% of enterprises think their brands are international brands, 65% of enterprises position their brands as national brands, and 3% of enterprises think their brands are regional brands. 7. There are different opinions on the key factors of becoming an international brand. Statistics show that 34% of enterprises think that the key factor of becoming an international brand enterprise is "having a complete global brand plan", 24% think it is "a product with core competitiveness", 18% think it is "having a good management team", 15% think it is "a president with global awareness", and 9. 8. Diversification strategy and brand extension have become the most concerned issues. There are many ways of brand extension. The survey shows that 41% of enterprises choose the strategy of "one brand with many products", 29% choose the strategy of "main and deputy brands", 9% choose the strategy of "one product with many brands" and 21% choose other strategies. 9. Advertising is the first choice for China enterprises to enhance their corporate brands. (1) Advertising includes newspapers, magazines, radio and television, online media, outdoor advertising and other forms. Many enterprises in China often build their own brands by advertising. According to the survey, many internationally renowned brands maintain and promote their brands through public welfare activities or sponsorship every year, which shows that China enterprises are doing product brand promotion, not corporate brand promotion, and many enterprises are still at a low level of brand awareness. (2) In order to improve brand awareness, enterprises have done a lot of work. Among the enterprises surveyed, 82.35% chose advertising, 47.6% chose public welfare activities, 5% chose exhibitions and 35.3% chose other ways. Second, China brand problems and analysis 1. China enterprises generally believe that brand internationalization is necessary, but their understanding of the brand is not enough. With the further acceleration of the internationalization process, entrepreneurs in China generally feel that their participation in international competition is becoming increasingly fierce. Most entrepreneurs think that the development of brand internationalization is inevitable, but many entrepreneurs only stay on the surface and superficial understanding. There is not much research on brand internationalization, especially the lack of brand awareness. Most people think that as long as they sell their products, they will achieve the greatest success. Branding is the business of powerful multinational companies and has nothing to do with them. Therefore, many enterprises lack the awareness of brand management and brand strategic planning, which seriously restricts the construction and development of enterprise brands. 2. There is a big gap between brand strategic planning and brand specific implementation. Through corporate brand survey, we found that many well-known enterprises have their own brand strategic planning, but the effect of specific implementation is far from it. We think there are four main reasons: (1)CEO's brand awareness stays in the form; (2) Lack of brand professionals; (3) The position of the brand leader is not high; (4) Enterprises pay too much attention to short-term interests and damage the long-term development of the brand. 3. Brand professionals are scarce, and corporate brand managers are nominal. At present, it is an indisputable fact that there is a shortage of professional brand talents in China. Universities and research institutions are basically blank in cultivating brand professionals, and even the brand management majors are not available. In addition, although many enterprises have set up brand departments, they are often posturing, and even the managers of brand departments have become instruments for writing reports for corporate CEOs, and they have no say in brand strategy and development. The managers of corporate brand departments are nominal. 4. The products with core competitiveness don't have the leading position in the world. Although China is the largest manufacturing country in the world, it is a real weak brand country. First, China's products with core competitiveness do not have a leading position in the world, mainly because our enterprises generally lack the awareness of independent innovation, resulting in excessive dependence on foreign technology; Second, they don't want to increase investment in R&D. They think that R&D investment is too risky, and it may be difficult to recover the cost. Besides, the cycle is long, and it is difficult to see benefits in a short time. Among the key enterprises surveyed this time, we found that R&D expenses accounted for only 1.%-1.5% of the annual sales revenue, far from the national level of 3%-5%; We lack companies like Microsoft, Samsung and SONY that have competitive products in the country. Third, the gap between China brand and world brand Internationalization is the only way for China brand development, and the gap between China brand and world brand deserves to be analyzed and concerned. 1. The gap in international market share According to the statistics of the United Nations Development Programme, internationally renowned brands account for less than 3% of global brands, but their market share is as high as 4% and their sales exceed 5%. Correspondingly, at present, less than 2% of China enterprises participating in the international market have their own brands, and the export volume of their own brands accounts for less than 1% of the total export volume. Among the 1 most valuable brand enterprises in the world, most of them account for more than 5% of the annual sales in the international market. Even some well-known enterprises in China have overseas sales of less than $1 billion, accounting for only about 1% of their sales. 2. The gap in intellectual property protection It is reported that China suffered the most anti-dumping complaints, involving industries such as textiles, household appliances and lighters. In the export industry, in terms of intellectual property rights, there are bad news such as registered trademarks and patent infringement. What is the gap between China enterprises and foreign famous brand enterprises in terms of intellectual property rights? The characteristics of internationally renowned enterprises in protecting intellectual property rights are as follows: (1) relying on their own or alliance resources to carry out large-scale technological innovation and obtain as many patents as possible. (2) With the internationalization of intellectual property rights as the background, control and transfer are combined for patent management. 3. The patent strategy and business strategy cooperate with each other to serve the market strategic objectives of multinational corporations. In terms of intellectual property protection, enterprises in China have to pay more tuition fees for intellectual property protection because of their weak technical strength, low R&D level, weak awareness of intellectual property protection and failure to establish corresponding alliance organizations. The direct embodiment of intellectual property protection is the value of the brand. A good brand not only needs to create it, but also needs to protect it carefully. The most powerful guarantee is the protection of intellectual property. 3. The gap between brand marketing and brand building. Larry light, an American marketing expert, once said when analyzing the marketing trend in the 21st century: "The future marketing will be a brand war-the competition between brands. Business and investors will recognize that the brand is the most precious asset of the company. This concept is extremely important because it is a vision of how to develop, strengthen, defend and manage business. Owning a market is much more important than owning a factory. And the only way to have a market is to have a brand with market advantages first. " The success factor of internationally renowned brands is to do a good job in brand marketing and brand building, always keep pace with the times, and keep the brand young. Many enterprises in China believe that they can make a fortune by planning schemes and ideas. As long as the advertisements are well done, the products will sell well, so they pay more attention to short-term sales behavior, but they are short-sighted about the long-term construction and maintenance of brands. For example, melatonin has its own uniqueness in advertising or marketing, but when we hear that "giving melatonin as a gift", we really can't see what kind of enterprises and brands he wants to make. In a word, the brand lacks connotation. Countermeasures and suggestions for brand development in China 1. Countermeasures and suggestions for the government (1) Establishing a professional brand talent training institution At present, there is no brand specialty in China's colleges and universities, and many brand talents are derived from enterprises or become monks halfway. Even the brand talents of returnees and international professional brand companies are often unaccustomed because they don't know much about the development situation and environment of China enterprises. The lack of brand talents has hindered the pace of brand internationalization in China. It is suggested that colleges and universities should be encouraged and supported by policies from the perspective of the government to offer brand professional courses, and at the same time, perfect training institutions should be established, and foreign advanced teaching experience and models should be introduced to jointly run schools to promote the cultivation of brand talents in China. (2) Continue to increase support for enterprises to "go abroad". We should give full play to the role of embassies and Chinese organizations and other relevant institutions, establish joint entities, and introduce the market environment and local culture of countries around the world from time to time every year, so that our enterprises can know more about market segments. At home, enterprises (especially successful enterprises in the international market) are organized from time to time to introduce successful experiences, organize exchange activities, and organize enterprises to inspect foreign markets on the spot in the name of the government. In terms of policies, we should encourage and support powerful enterprises to participate more in international competition and continue to increase support for enterprises to "go global". Strategically, it is necessary to formulate a medium-and long-term plan for the development of national brands and strive to create a number of world-class well-known brands in the next 5-1 years. (3) It is very important to formulate laws and regulations, standardize the market environment, and protect the good social and market environment of enterprises in China with emphasis on intellectual property rights. Enterprises in China must be protected if they want to create world brands. Only when it is protected will it not be infringed. In recent years, enterprises in China have fallen behind in terms of intellectual property rights in the process of internationalization, and they have suffered a lot of dumb losses and paid a lot of tuition fees for this. From the national point of view, we should further increase the popularization of intellectual property rights. First, we should intensify efforts to crack down on the infringement of intellectual property rights from the domestic market environment, standardize the market environment, and focus on protecting the intellectual property rights of enterprises from infringement; Second, cultivate enterprises' awareness of intellectual property protection and provide enterprises with intellectual property counseling and training; Thirdly, introduce the successful experience of international intellectual property rights, and provide reference for China enterprises. (4) Abolish the government-based accreditation body and establish a market-oriented model. In the market economy environment, is the recognition of "brand" determined by the accreditation body or the market-oriented? We believe that the quality of a corporate brand is determined by the market and consumers. Therefore, we suggest that a truly fair, fair and open evaluation model should be established with the market as the guide. The government should give full play to the functions of supervision and providing services for enterprises, and cannot act as a referee. The government can supervise the product quality, standards, policies and regulations, reward enterprises in bank loans, taxes and exports, and encourage well-known brand enterprises to participate in international competition. (5) The country should establish a "brand emergency" mechanism. The Spanish "shoe burning incident" sounded the alarm for China enterprises. In the past, China's products became synonymous with low price and poor quality, and often only lingered in the low-end market. In recent years, after market baptism, China enterprises gradually matured. China shoes not only occupied an absolute advantage in price, but also caught up with or even surpassed foreign counterparts in quality and style, which was bound to cause China shoes to enter the high-end market. Under the advantages of style, quality and price, the local footwear industry was certainly unable to cope with the impact of China shoes, which inevitably led to a sluggish market. On the surface, it may be because the price has impacted the local shoemaking industry, but we think it is an inevitable product of China's participation in the process of internationalization. The "shoe-burning incident" can never be the first time, and it can never be the last time. The market competition may be cruel, but if there are too many "shoe-burning incidents" in the process of internationalization, it will inevitably affect the image of more China brands in the international market, and ultimately affect the overall image of the whole country in the international market. Therefore, from the national perspective, a "brand emergency" mechanism should be established to quickly respond to emergencies and provide effective solutions, so as to minimize them. 2. Countermeasures and suggestions for enterprises (1) Enterprises should establish a global brand strategic awareness, and the specific operation and planning should be carried out simultaneously. First, the management of enterprises should establish a strong brand awareness, and they should understand the brand importance of enterprises from the strategic development ideas of enterprises. In the specific operation, they should not be divorced from the original brand strategic planning. We found that most enterprises have a * * * problem. What is formulated is often out of touch with the actual operation. Many entrepreneurs always talk about brand building in Kan Kan, but in the actual operation process, they often go back and forth, take many detours, and finally return to the starting point from the end, and brand building and brand planning become empty talk. Therefore, it is suggested that our entrepreneurs carefully understand the brand, know the brand, do their own brand well, and cultivate the brand awareness of all employees of the enterprise. (2) Do a good job in brand strategy planning and cautiously enter unfamiliar industries. Many enterprises are faced with diversified troubles. At present, the competitive advantage between enterprises in the same industry is not obvious, let alone international competition, including Haier's leadership in technology research and development.