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我国中小企业品牌战略实施研究(2)

2017-08-27 06:32
brand strategy on foundation of introducing the basic conception of brand strategy, putting forward some advice aimed at the problems existed in the current situation. say in detail, in addition to the preface this paper can be divided into the following four parts:

The first part：Analysis of the related conception of Small and medium-sized enterprise brand. Such as the definition of the Small and medium-sized enterprise, brand and it’s contents, the definition and purposes of the brand strategic.

The second part: The necessity for small and medium-sized enterprise to carry out of the brand strategy. Since we joined the WTO, the Small and medium-sized enterprise will be placed in the ground of the rival of the foreign strong enterprise, more and more foreign brands will enter our life. Facing this unprecedented brand trend, carrying out the brand strategy, constructing the brand business enterprise and brand products, can go into the international market, participate the big competition of the international market, competing with foreign brand. On the other hand, along with the technical progress of science, the consumer need more raises, paying more attention to the brand, pursuing the brand, the phenomenon that increases the famous brand consumption is increasing obviously, so carrying out the brand strategy is not only be advantageous to the extension market share, but also can obtain larger economic performance. The small and medium-sized enterprise wants to participate the local market competit
ion must carry out the brand strategy, which can strengthen the competition ability, getting a competing position.

The third part: The current problems of the Small and medium-sized enterprise in carrying out the brand strategy. Point out that the wrong brand fixed position, strengthening sale quantity and lighting quantity, taking advertisement as the only weapon, lacking the core value and integration programming are the current problems existed in the Small and medium-sized enterprise in carrying out the brand strategy.

The Fourth part: The advice on carrying out brand strategy for the small and medium-sized enterprise. Put forward some advice from the position fixing of brand, the choosing of brand strategy, the quantity management of brand, brand culture, the establishment of brand character, the brand public relations and extension.

Keywords: Small and medium-sized enterprise；Brand；Brand strategy

引 言

随着经济的发展和人们生活水平的提高，物质产品的日益丰富，企业经营的竞争已由产品的生产和服务的竞争，转向更高阶段的品牌之间的竞争。品牌既是企业产品和服务的特有标志，在某种程度上又是一种标准和承诺。它既是企业进入市场的通行证和消费者之间的桥梁，又是企业定位市场的依托。品牌战略的系统研究和实践，仅起步于八十年代末。一九八八年，菲利浦.莫里斯公司和雀巢公司的两大著名收购行动，使品牌价值资产化得到市场正式确认，标志着现代品牌时代的来临。中国企业的品牌战略理论和实践近年取得了长足进步和发展，但与西方发达国家相比还有很大差距。大力推行品牌战略，有助于树立企业先进的市场观，强化企业的市场主体意识。