民营企业品牌培育研究_以福建为例_陈丽香.pdfVIP

2013年第10期 改革与战略 NO.10,2013 第29卷（总第242期） REFORMATIONSTRATEGY （Cumulatively,NO.242） 民营企业品牌培育研究 ——以福建省为例 陈丽香，叶先宝 （福州大学公共管理学院，福建 福州 350108） [摘要] 当前，福建民营企业在品牌培育中已取得一定成就。但是，由于存在融资难、人才缺乏和企业自身品牌培育能力不 足等问题，民营企业的品牌竞争力不强。未来，政府、行业协会应从改善融资环境、政策激励和平台建设等方面加强对民营企 业品牌培育的扶持力度。民营企业应改善经营管理方式，从建立核心竞争优势、品牌文化、有效的传播策略和法律保护四个方 面入手，加强民营企业品牌培育能力。 [关键词] 民营企业；福建省；品牌培育；品牌竞争力 [中图分类号] F274 [文献标识码] A [文章编号] 1002-736X(2013)10-0047-04 StudyonBrandCultivationofPrivateEnterprisesinChina —TakingtheFujianProvinceforExample Chen Lixiang, Ye Xianbao (College of Public Administration and Policy, Fuzhou University, Fuzhou, Fujian 350108) Abstract: Private enterprises in Fujian have made certain achievements in the brand cultivation. However, due to the existing problems including the financing difficulties, the lack of talent and the deficiency of the ability of private enterprises brand cultivation, the private enterprises brand in less competitive. In future, government and industry associations should strengthen support efforts of private enterprise brand cultivation by improving the financing environment, policy incentives, and platform construction. Private enterprises should improve their management level, then starting with the four basic elements including establishing core competitive advantage, company culture, the effective communication means, legal protection, so as to strengthen the capacity of brand building. Keywords:private enterprises; Fujian proivince; brand cultivation; brand competitiveness 一、问题的提出 企业经