(中小型企业品牌营销.docVIP

中小企业品牌营销策略探讨 [内容摘要]市场的全球化国内市场开放程度不断提高,市场竞争格局、特点也正在发生着新的变化,企业竞争从产品走向品牌,品牌决定产品的竞争地位,市场营销表现为以品牌营销为主导因素,品牌营销代表市场的发展方向。结合我国中小企业的现状,在市场经济的背景下,通过研究企业的产品品牌和品牌营销的概念、理论、发展历程,提出了中小企业须走品牌营销之路提高我国中小企业的品牌意识,品牌营销实践,促进中小企业的可持续发展壮大。[ABSTRACT] The market globalization and the domestic market opening degree enhance unceasingly, the market competition pattern, the characteristic is also having the new change .The enterprise competition is moving toward the brand from the product, the brand decision product competition status, the market marketing performance for take the brand marketing as the predominant fact