中小企业品牌建设的研析修改中.docVIP

摘要 当今社会，激烈的市场竞争促使竞争方式由价格竞争、质量竞争等上升到品牌层面的综合竞争。中小企业要想摆脱被市场淘汰的险境,实现企业的跨越式发展,必须走品牌发展之路。而企业能否培育出自有品牌，并塑造成知名品牌，将决定一个企业在市场上的竞争力，加强品牌的管理与运营已成为时代的必然要求。尽管越来越多的企业认可了品牌的重要性，但对中小企业来说创建品牌不论是理论上还是实际操作中都面临着许多困难。基于此，本文将通过对我国中小企业品牌建设的现状、品牌建设策略的梳理，以期为中小企业创建品牌提供现实的指导意义，为政府扶持中小企业创建品牌提供思路。 关键词：中小企业，品牌建设，品牌策略 Abstract Today, the fierce market competition led by price competition, competition mode quality competition up to the comprehensive competition level brand. Small and medium-sized enterprises want to want to get rid of washed out by the market, to realize the danger of enterprise great-leap-forward development, must take the road of brand development. And the enterprise can cultivate a brand from, and shaped into a well-known brand, will decide a enterprise in the market, strengthen the competitiveness of the brand management and operation has become the the demands of The Times. Although more and more enterprise recognized the importance of brand, but for small and medium-sized enterprises to create brand whether in theory or in practice are faced with many difficulties. Based on this, the paper will be through the small and medium-sized enterprises in China present situation of the construction of the brand strategy, brand construction combing, in order to create brand to small and medium-sized enterprises provide realistic significance for the government, small and medium-sized enterprises create brand to provide ideas. Key words: Brand Construction, SME Entreprise, Brand Strategy 目录 摘要 I Abstract II 1 绪论 1 1.1 研究背景与意义 1 1.1.1 研究的背景 1 1.1.2 研究的意义 2 1.2 文献综述 3 1.3 文章结构 4 2 相关理论概念 5 2.1 品牌 5 2.2 中小企业 6 2.3 品牌建设 7 3 中小企业品牌战略分析 10 3.1 中小企业创建品牌的优势和劣势 10 3.1.1 中小企业品牌建设优势 11 3.1.2 中小企业品牌建设劣势 9 3.2 中小企业面临的机会和挑战 13 3.2.1 中小企业品牌建设面临的机会 13 3.2.2 中小企业品牌建设面临的挑战 17 4 中小企业品牌创建的策略分析 19 4.1 引入案例 19 4.2从丹妮奇特的出中小企业品牌建设策略 20 4.2.1产品是基础 20 4.2.2 品牌定位是关键 20 4.2.3 品牌形象是好的开端 21 4.2.4 品牌营销是成功的关键 22 5 结论 24 参考文献 26 致谢 27 1 绪论 1.1 研究背景与意义 1.1.1 研究的背景 品牌是一种战略性资产和核心竞争力的重要源泉，成功的创建品牌可以使企业获取竞争优势和高额溢价。如今随着