毕业论文中小企业品牌战略研究毕业论文.doc

毕业论文-中小企业品牌战略研究【毕业论文】 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 competitionmost 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 about brand strategy of SMEs in China. Key words: SMEs, Brand, Brand Strategy目 录 摘要 I Abstract II 1 绪论 1 1.1选题背景 1 1.2研究目的与意义 1 1.3 国内外研究现状 2 1.4 研究思路与方法 5 2 中小企业与品牌战略的相关理论综述 6 2.1 中小企业的界定 6 2.2 品牌 7 2.3 品牌战略 8 3 中小企业品牌战略发展现状及存在的问题分析 11 3.1 中小企业品牌战略发展现状 11 3.2 中小企业品牌战略存在的问题分析 11 4 中小企业实施品牌战略的对策及建议 16 4.1 树立科学合理的品牌战略意识，积极开展品牌创建 16 4.2 有效整合中小企业内部资源，进行品牌战略设计 17 4.3 优化中小企业内外部环境