中小企业品牌化理念构建与品牌化道路探索.docVIP

中小企业品牌化理念构建与品牌化道路探索 [论文摘要]中小企业在国民经济体系中占有重要地位，而品牌也已逐渐成为了消费者在心中的一个选购尺度。中小企业品牌化理念构建与品牌化道路探索是近年来全社会和学术界所普遍关注的热点问题。本文运用文献资料法、调查研究法、个例分析法以及逻辑分析等方法，对我国中小企业构建品牌化理念与探索品牌化道路进行了深刻的研究。本文从介绍中小企业以及品牌的基本概念与作用入手，探讨了品牌对中小企业发展的重要意义；然后，对我国中小企业品牌化理念的构建与品牌化道路的现状及存在的问题进行了分析，同时对中小企业品牌化理念构建与道路探索提出了对策及建议；文章最后，结合我国家电中小企业品牌化理念构建与品牌道路化探索这一具体实例，对全文进行了总结。本文将为我国中小企业在品牌化理念构建与品牌化道路探索方面提供有益的参考。 [关键词]中小企业；品牌化理念；品牌化道路；家电企业 Construction and the road of the brand to explore the brand concept of small and medium-sized enterprises [Abstract]Small and medium-sized enterprises play an important role in the national economic system, but the brand has gradually become consumers a purchase scale in the heart. The construction of roads and explore the brand is a hot issue in the whole society and academic circles in recent years the concept of the brand of small and medium-sized enterprises. In this paper, using the method of literature, investigation method, case analysis method and logical analysis method, has conducted the thorough research to our country small and medium-sized enterprise to build the brand concept and exploration of the road of the brand. This paper starts from the basic concept of the small and medium-sized enterprises and brand and function, discussed the significance of the brand development of small and medium-sized enterprises; then, the status of the small and medium-sized enterprise brand in China the concept of construction and the road of the brand and the existing problems were analyzed, and the concept of small enterprise brand construction and road to explore the countermeasure and suggestion; finally, combined with the concept of small and medium-sized enterprises of our country home appliance brand building and brand road of exploring the specific examples, summarizes the whole thesis. This will be for our country small and medium-sized enterprise concept provides a useful reference in brand construction and the path of brand exploration. [Key words]Small and medium-sized ent