温州地区新创企业品牌经营的策略研究 毕业论文.docx

 PAGE \* MERGEFORMAT 22  PAGE \* MERGEFORMAT 21 温州地区新创企业品牌经营的策略研究 摘要：随着社会主义市场经济体制的不断发展，中国企业从最初的小作坊、小工厂逐步发展到了大型的企业集团并拥有了一批知名的品牌。作为中国民营经济的代表，温州企业家凭借着“吃苦耐劳、敢为人先”的温州精神创造了中国企业史的诸多奇迹。伴随着资本原始积累阶段的结束，温州诞生了大量的、在国内外市场拥有极高知名度的企业，这些企业遍布日用品消费、高端服务业、精密电子制造产业等不同领域。虽然我国的企业在激烈的市场竞争中取得了巨大的成功，但是与发达国家的企业相比，中国的企业更多的集中在劳动密集型产业，真正拥有世界知名品牌的企业仍旧不多。面对中国经济创新驱动、转型发展的未来趋势，温州的新创企业亟需树立品牌经营意识，致力于使“中国制造”转型为“中国智造”，本文通过对企业品牌经营理论的分析，对温州地区新创企业品牌经营中存在的品牌运营意识淡薄、企业品牌法律意识不足、品牌经营与企业价值观融合度不够等现状进行了研究，最终从树立品牌战略规划、明确品牌定位、正确实施品牌经营战略、重视企业品牌维护等四个方面提出了温州地区新创企业品牌经营的具体策略。 关键字：温州；新创企业；品牌定位；品牌经营 Abstract: With the continuous development of the socialist market economy, Chinese enterprises from the initial small workshops, small factories gradually developed into a large enterprise groups, and has a number of well-known brands. As the representative of Chinas private economy, wenzhou entrepreneur with pioneer bear hardships and stand hard work, the spirit of wenzhou created many miracles to the history of Chinese enterprises. Accompanied by the end of the capital primitive accumulation stage, born in wenzhou, a large number of market both at home and abroad have high visibility enterprises, these enterprises in consumer goods, high-end service industry, precision in different fields such as electronics manufacturing industry. Although our countrys enterprises in the fierce market competition has been a huge success, but compared with developed country enterprises, Chinese enterprises more concentrated in the labor-intensive industries, the real world famous brand enterprises are still not much. Face of Chinas economy innovation transformation, and the future trend of development, wenzhous startup needs to establish brand awareness, to make the made in China into Chinese intellectual, in this paper, through the analysis of the enterprise brand management theory, new ventures in wenzhou region brand management of brand operation consciousness, enterprise brand lack of legal consciousness, brand management and th