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2014届 分类号：F276.3 　　　　　　　　　　　　　　　　　 单位代码：10452 专业论文 品牌竞争力对我国中小企业的影响 姓 名　 傻逼 　　　　　　 学 号　 200904150424 　　　　　　 年 级　 2009级 　　　　　　 专 业　 工商管理 　　　　　　 系　（院） 商学院 　　　　　　 指导教师　 公静 2013年4月20日摘 要 随着经济全球化的快速发展，国内市场竞争格局正在发生新的变化，企业之间的竞争已由产品竞争力转向品牌竞争力。企业竞争力决定着品牌竞争力，而品牌竞争力是企业竞争力的集中反映，同时反作用于企业竞争力。提升品牌竞争力，是提高中小企业的竞争力的有效途径。文章通过分析品牌的内涵、品牌竞争力的影响因素；目前中小企业品牌竞争力周期短、文化竞争力弱、经营规模小、国际化程度低、技术竞争不强的现状，认识提升品牌竞争力有利于增加产品的附加值、有利于企业的长期发展的必要性，来探讨我国中小企业在品牌文化、科技创新、企业规模等方面提升品牌竞争力，促使中小企业在激烈的市场竞争中得以持续发展。 关键词：中小企业；品牌；品牌竞争力 ABSTRACT With the rapid development of economic globalization，the domestic market competition pattern is undergoing the new change，the competition between enterprise has turned to brand competitiveness by product competitiveness. Enterprise competitiveness depends on brand competitiveness of enterprises. To promote the brand competitiveness, is to improve the competitiveness of the small and medium-sized enterprises in an effective way. Through the analysis of the connotation of the brand, the brand competitive factors in the article, the small and medium-sized enterprise brand competitiveness, cultural competitiveness is weak, short cycle of small scale, low level of internationalization, technology competition is not strong situation, raise awareness of brand competitiveness is beneficial to increase the added value of products, it is necessary to long-term development for enterprises, to discuss my small and medium-sized enterprises to enhance brand competitiveness in the brand culture, science and technology innovation, enterprise scale and other aspects, to promote small and medium enterprises to sustainable development in the fierce competition in the market. Key words: Small and medium-sized enterprises; Brand; Brand competitiveness 目 录 摘 要 I ABSTRACT II 前 言 1 1. 品牌竞争力概述 1 1.1品牌的内涵 1 1.2品牌竞争力的含义及影响因素 2 2. 提升品牌竞争力对于中小企业的必要性 3 2.1我国消费市场已