Chinese Enterprise Brand Innovation Alliance Strategy

For the Chinese current situation of brand innovation and its significance, it is extremely urgent to take measures to change Chinese weak enterprise brand innovation. So the Chinese corporate brand innovation path choice, that is, the Chinese enterprise brand innovation alliance strategy has been introduced in this paper. The Chinese enterprise brand innovation alliance is proved to be quite useful by dynamic game model. Some certain measures to achieve this alliance are also taken from three aspects, including the perspective of the contents, the participants and the enterprise´s specific strategic choice in the alliance. No matter what strategy the company chooses, this paper have demonstrated that cooperation with each other as an alliance to share the technology, quality and talent can make each company profit more than noncooperation. In building the alliance, not only the companies, especially the leading ones, themselves need to attempt, but also the government should take public policies, such as making regulations and incentive measures, as well as, the NGOs need to supervise as a coordination role.