中小企业品牌战略研究

中小企业品牌战略研究

毕业设计(论文)

题目中小企业品牌战略研究

目录

目录

摘要 ......................................................... ?

Abstract ...................................................... ?

1绪论 (1)

1.1问题提出的背景 (1)

1.2研究的目的和意义 (1)

1.3国内外研究动态和趋势 ....................................... 2 2品牌及其在企业中的功能 . (3)

2.1企业品牌的论述 (3)

2.2品牌在企业中的功能 ......................................... 4 3中小企业实施品牌战略的必要性 . (5)

3.1品牌战略概述 (5)

3.2中小企业实施品牌战略的必要性 ............................... 6 4中小企业实施品牌战略现状及问题分析 . (7)

4.1中小企业实施品牌战略现状 (7)

4.2目前中小企业实施品牌战略存在的问题分析 (7)

5中小企业实施品牌战略的对策研究 ............................... 10 6结论 ......................................................... 13 参考文献 .................................... 错误～未定义书签。14

致谢 ........................................ 错误～未定义书签。16

I

金陵科技学院学士学位论文摘要

中小企业品牌战略研究

摘要

当前～随着新经济时代的来临～市场环境发生了极大的变化～品牌已成为企业占领市场的重要工具。随着人民生活水平的提高～品牌的重要性越来越大。在经济全球化的今天～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战略。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～涉及的学科内容十分广泛～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。如今中国市场品牌发展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。

本文在对品牌战略相关基本概念解析的基础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,品牌战略

II

金陵科技学院学士学位论文 Abstract

Small and medium-sized enterprise brand strategy

research

Abstract

With the coming of New Economic Era, market environment has been greatly changed. brand has become an important tool for enterprises to occupy the market. With the improving of people's living standard, brand is becoming more important. In the day of economy globalization, Chinese small and medium-sized enterprises have to pay emphasis on brand

strategy in a strategic height if they want to live on in a global competition.It requires a scientific and systematic managerial stratagem, and the brand management is also a systematic project which refers to quite bride knowledge. The characteristic of brand management activity

is that science perfectly combines with artistry. But problems raised by brand management are existed of our small and medium-sized enterprise, such as wrong sales promotion, absence of the new concept, losing character, or small scale. Because of the less international brand in China, the brand level in China market is still at a primary stage.

This paper analyzes the importance of using brand strategy on foundation of introducing the basic conception of brand strategy,

putting forward some advice aimed at the problems existed in the current situation.

Keywords: Small and medium-sized enterprise;Brand;Brand strategy

III

金陵科技学院学士学位论文第1章绪论

1绪论

随着市场经济的深入发展，企业间的竞争已由过去的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，进而发展为品牌的竞争。随着