中小型企业如何实施名牌战略.docVIP

中小型企业如何实施名牌战略 摘 要 随着市场经济的深入发展，企业间的竞争已由过去的质量、价格竞争转变为质量、品种、信誉、企业形象和服务水平等综合素质的竞争，进而发展为品牌、名牌的竞争。在市场竞争日趋激烈的今天，一个企业如果没有本行业的特色品牌，便会被无情淘汰、企业要求得生存与发展，就必须实施名牌战略，开展品牌经营。随着经济全球化，我国中小企业要在全球范围的竞争中生存下去，必须在战略的高度上重视品牌，品牌打造需要科学系统的管理方略，品牌管理是一项系统工程，涉及学科内容十分广泛，其管理活动特点兼具科学性与艺术性。而国内很多中小企业在品牌经营上仍有很多问题，存在着许多重大失误，如宣传策略不当、合资或联营不当、缺乏创新、丧失特色、规模过小等。如今中国市场品牌水平还处于初级阶段，很多国内的品牌可能一度名噪一时，但能够维持长久地位的却是少数，缺少“世界级”的品牌。企业实施名牌战略必须从发展全局出发，从长远利益着想，根据自身的现状及名牌形成的客观规律，权衡并综合其相关因素，制定并实施对创建和发展名牌事业具有基本指导作用的总体规划。企业实施名牌产品战略，就是要把生产、销售名牌产品放到关系企业全局利益和长远发展的高度来认识，并把这一认识落实到企业领导者和全体员工的实际行动中去创名牌产品，做明星企业，通过以名牌引路，把握市场竞争的主动权。本文在对品牌战略相关基本概念解析的上分析了我国中小企业实施品牌战略的重要性，针对我国中小企业企业在实施品牌战略中存在的问题提出了相关对策。 关键词：中小企业； 品牌； 名牌战略 Abstract. With the further development of market economy, competition among enterprises has been in the past the quality, price competition into the quality, variety, reputation, corporate image and overall quality of service level of competition, the development of the brand, brand-name competition. In todays increasingly competitive market, a business without the characteristics of the brand in the industry, will be ruthlessly eliminated, companies were required to survive and develop, we must implement the brand strategy, brand management to carry out. With economic globalization, Chinas SMEs to compete on a global scale to survive, must be a strategic perspective on the importance of brand, brand building needs of the scientific system of management strategy, brand management is a systematic project involving a wide range of subject matter , characterized by both its management activities, science and art. And many domestic small and medium enterprises in brand management, there are still many problems, there are many major mistakes, such as improper promotion strategies, joint ventures or associates, lack of innovation, loss characteristics, the scale is too small. Today, the level of the Chinese market the brand at an early stage, many domestic brands could once very famous, but to maintain a long position is a mi