【正文】 that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the Chinese household appliance market, today any different from ten years ago, I think the biggest difference is that Japanese panies in China have been lopsided prosperity. The Japanese mobile phone in retreat, and even went to China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decisionmaking difficult, the reaction was slow, inpatible with the reality of the Chinese market, it is difficult to adapt to the rapidly changing Chinese market。s petitiveness has improved significantly, but with Europe and the United States, Japan and other countries pared to, brand awareness is still insufficient。s petition, the overwhelming majority of the modern world famous multinational panies, with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no exaggeration to say that now, the brand has achieved global strategic objectives of transnational corporations sharp weapon, is an important means to achieve capital expansion. Rome was not built in a day cold. Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the longterm planning and strategy. (2) Brand strategy is a systematic The implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important ponent of petitive strategy. The implementation of brand strategy is to rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quite a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the emergence of many such errors: If that job is to create a brand to take a good name to the product, improve product awareness, or what the product packaging。 we must work hard in the transformation. Personalization trend in the world changes, the value of customer experience and the value of differentiation has been directly determined to achieve the final product sales, personal services are indispensable! 2. To strengthen marketing, improve brand awareness, brand strategy will be organically integrated in their overall strategy to promote the overall development strategy The implementation of brand marketing is an important part of the strategy. By choosing the right marketing approach can be effectively used to brand a household name brand, expand market share. Brand strategy is not an isolated task, but the overall development strategy and business are closely related. A successful brand names more than just a brand its own thing, related to business management of all major strategic decision, these major strategic decisions were consciously carried out around the brand to expand. 3. Follow the laws of the brand design, brand image, brand and accurate market positioning, brand performance and outstanding value emotional munication Brand petition is not allround petition。 in order to achieve a sensational effect and a strong brand impact, can the brand maintain vigor, forest stand in the world brand. 。 brand marketing is to defy the other. Enterprise management system must be adopted, technological innovation, and constantly improve the quality of products and services. At the same time to increase the international petitiveness of the strategic brand research and planning