Research on the Promotion of China's Overseas Brand Value Based on the Reconstruction of Global Value Chain

  • Ziying Li

Abstract

Based on the theoretical framework of global value chain reconstruction, this paper first analyzes the characteristics and implementation significance of this theory, then analyzes the theoretical system of brand value, analyzes the influencing factors of brand value from the perspective of global value chain reconstruction, and puts forward a model for promoting the value of Chinese overseas brands based on global value chain reconstruction. The analysis results show that the industry competition consumes the marketing efforts of enterprises, which is not conducive to the promotion of China's overseas brand value, that is, with the same efforts, the more intense the competition, the smaller the promotion of China's overseas brand value. China's overseas brands should actively use the reconstruction of global value chain to conduct cross-border mergers and acquisitions, enhance the status of global value chain, clarify the strategic objectives of global value chain in cross-border mergers and acquisitions, and promote enterprises to establish global development strategies and improve governance structures through cross-border mergers and acquisitions.

Published
2020-12-31
Section
Articles