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，品牌己成为企业占领市场的重要工具。在经济全球化的今天，中国的企业尤其是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。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。作为中小企业要想有长足的发展，必须着眼于品牌战略，不断创新，与时俱进，打出自己的品牌，创出自己的特色。本文也指出了我国中小企业在实施品牌战略中存在的两大问题是企业自身问题和社会的间接问题。针对这两大方面的问题提出了相关对策。关键词：中小企业品牌战略对策研究AbstractAt present, with the new economic era, the market environment has undergone tremendous changes in the brand has become an important market Occupied tools. In the economic globalization, Chinese enterprises in the global competition to survive, must attach importance to brand strategy. This article related to the basic concepts of brand strategy based on analytical analysis of the implementation of China's small and medium-sized the importance of brand strategy. To be as small and medium enterprises have made great progress, we must focus on brand strategy, innovation, with a progressive, making their own brands, to create its own characteristics. This article also pointed out that China's small and medium enterprises in the implementation of brand strategy of the two major issues that their own indirect problems and social issues. This article put forward some countermeasures for these problems.Keywords Small and medium-sized enterprises Brand strategy Countermeasures目录1 引言...........................................................................................................................12 企业品牌及品牌战略...............................................................................................12.1 品牌.......................................................................
