中小企业论文

中小企业品牌建设研究(MBA)

入库:2009年5月5日14:8

摘要
中小企业是经济发展过程中的重要组成部分,但是随着产品同质化、技术同质化、服务同质化、渠道同质化的发展,企业之间的竞争差异化越来越小,中国中小企业的发展越来越受到品牌的约束现象越来越明显,品牌力不足已经成为中小企业发展壮大最严重的瓶颈。
中小企业保持企业的核心竞争优势,必须建立起强大的品牌竞争优势,通过建立品牌形成差异化。
本文首先分析中小企业品牌建设的主要策略,包括品牌定位策略、品牌表现策略、品牌传播、品牌管理等品牌建设的全过程。然后用案例分析××企业的品牌建设策略和方法。
 
关键词:中小企业;品牌案例;品牌策略
Small and medium-sized brand-building research
Abstract
SMEs are in the process of economic development an important part, but with the homogenization of products, technology homogenization, services homogenization, homogenization of the development of channels, competition among enterprises increasingly differentiated, the development of small and medium enterprises in China brand more and more bound by the phenomenon of more and more obvious, lack of brand development and growth of SMEs has become the most serious bottleneck.
Small and medium-sized enterprises to maintain the core competitive edge, we must establish a strong brand a competitive advantage, through the establishment of brand differentiation.
In this paper, mainly small and medium-sized brand-building strategy, including brand positioning strategy, the performance of brand strategy, brand communication, brand management, and so the whole process of brand building. And then use case studies × × enterprise brand building strategies and methods
Keywords: SMEs; brand case; brand strategy

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