毕业论文-中小企业品牌战略研究.doc

PAGE PAGE 28 摘 要 当前，随着品牌力时代的到来，市场环境发生了很大的变化，同类产品之间在技术、成本、服务等方面的差异越来越小，市场竞争正逐步表现为品牌的竞争，随着竞争的日益激烈,品牌日益成为企业的核心资源。品牌战略则成为企业竞争取胜的根本，企业只有创造具有持久性的优势的品牌，才能立于不败之地。面对这种转变，一些大型的国有企业和民营企业很快调整了战略，并投身到品牌的竞争中去，而那些在数量上占多数的中小企业在品牌竞争来临的时代，大多数企业都比较茫然，缺乏品牌战略规划，严重影响和制约了中小企业的成长及长远发展。 基于这些问题，本文根据中小企业品牌战略发展的现状，通过对中小企业品牌战略定位、规划和实施过程中存在问题的分析，结合当前品牌及品牌战略的相关理论，借鉴国内外中小企业品牌战略的成功经验，提出了关于中小企业品牌战略的一系列应对策略。 关键词：中小企业 品牌 品牌战略 Abstract With the coming of The Culting of Brand Era, market environment has been greatly changed. The quality, capability and cost have become very similar in the same kind of products for different enterprises. The competition between corporations is focus on that of the brand stratagem. With the furious competition, brand has become the core resource increasingly for a company, and is the most effective guarantee of the enterprises to participate in the competition and sustainable development. In the face of the transition, some large-scale state-owned enterprises and enterprises run by the local people have adjusted strategy quickly, join in competition to get brand. But in the time，which approaches in the brand competition, most of those account for most small and medium-sized enterprises are more vacant, acking the brand strategy. Some problems raised by brand management are existed, such as wrong sales promotion, absence of the new concept, losing character, or small scale. These questions seriously affected and restricted the growth and the long term development of the SMEs. So they need take the brand strategy to foster their own brand, and gain the competitive advantage through efficient operation. Based on the reality in question and present situation of brand strategy of SMEs in China, the paper analyses the problems that exist in the course of brand strategy of SMEs in China.With the relevant theory of brand strategy at present, the paper adopts some successful experience on brand strategy of domestic and international SMEs, gives a series of countermeasures abou