【正文】 lmost 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, 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。 Second is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their marker launch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand。 Third, failure to grasp the industry best time to transition is the Japanese home appliance panies lose an important reason for market dominance .Japanese panies e to the edge in the Chinese market is causing panies to think deeply about our nation? To take the international route and whether the enterprise of “Japanese Company” to the lessons learned behind?Second, the brand strategy implementation in China the Current SituationMany old famous “flash in the pan”Chinese and foreign enterprises in the Chinese market the brand war。 just grow up to be a great impact on national brands. The last century, a littleknown 80’s brand, not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited. Here a typical case, the last century 80s to early 90s, he worked in air conditioning sector hit wonders of the Warburg in 1998, was acquired Kelon, the subsequent decline in brand image is repeated.Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support. Since the 80s of last century reform and opening up, China’s socialist economic construction has made remarkable achievements. From a planned economy to market economy era Chinese panies, brand management has grown out of nothing.Information, local governments at all levels of emphasis on brandname, organization promoting the efforts, policies measures have greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million, on Dali an 3 million Yuan, on brandname panies have been cities for the 100000yuan reward200000yuan..January 8th 2009 year to January11th, the 40th International Consumer Electronics Show (CES) in Las Vegas Venetian hotel opening. National enterprises in the CES, we achieve superior results.It is understood that this year there are 4000 people registered to participate in China CES, including manufacturers, media and spectators, in the exhibition hall, there are 327 exhibitors. Haier is the world’s most authoritative consumer electronics industry media “TWICE” named for the Chinese consumer electronics brand.The status of foreign brands in most sectors is still difficult to shakeHowever, we should also see the face of numerous products on the market, allows consumers blurted out genuinely few domestic brands. With the opening up further, to a number of big panies have to squeeze into the Chinese market, Chinese market, a time filled with “Sony”, “CocaCola”, “Rejoice”, “Benz” and various other international brands, many of these names foreign brands violently hitting the national brand in China .Although the appliance industry, led by Haier brand, “Konka” , “Changhong” , “TCL” and other domestic brands have developed well, but with the “Sony” , “Panasonic” “Samsung” and other brands, they are still there petitive disadvantage。 in the IT industry, “Lenovo” , “Founder” , “Great Wall” and the brand’s petitiveness has improved significantly, but with Europe and the United States, Japan and other countries pared to, brand awareness is still insufficient。 in Consumer Goods market, “Pamp。G”, “Oliver” , “Henkel” , and other international panies have formed the three pillars.Third, the brand strategy implementation in China Problems and Errors.Currently, Chinese brands have a huge international marker opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems:Factors from the point of microenterprises themselves: there is a lace of technology development, brand petitiveness is not strong。 brand personality, lack of innovation and development capacity。 smallscale production and management, brand development lack of overall planning。 ability of weak exports and international operations, Brand awareness is not strong。 brand positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policies and regulations support the need to further strengthen the country’s industrial policy, exportoriented policies for different sectors play different role in the promotion and limitation, the financial environment for business investment capacity and market expansion ability and the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect, there still has not really adapt to the market economy, consumer psychology has not yet fully mature.The current situation of global economic integration, the error of the brand strategy implementation(1) Ignore the brand investment, profitorientedBackground of economic globalization, international petition is increasingly reflected in the brand’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 ac