China Going Global & Brand Building

Dr. Wen-guang Shao, Managing Director, Phoenix CNE Ltd
At the EU-China Business Summit
(The Hague, December 9, 2004)

It gives me great pleasure to be part of the EU-China Business Summit today, sharing this panel with other distinguished speakers. Here I would like to talk about the issues of international marketing that Chinese companies face as they go global, especially challenges they face regarding brand building.

It increasingly looks as though China¡¦s fast growth is driven by export and import trade. Essentially China is running with the same template that South Korea, Japan and other Asian dragons used in the 70s and 80s. It is just a lot bigger and more internationally oriented.

China¡¦s total exports grew sevenfold from 1990 to 2003, amounting to US$ 438 billion. The export figure up to October this year is about $470 billion, up 34% from the same period last year. The EU is one of the biggest export markets for......

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Title: China Going Global
Approximate Word Count: 2477
Approximate Pages: 10 (250 words per double-spaced page)

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