1摘要品牌文化是掌握品质要素的一个有效切入点，它会依托品牌发展过程的风格特色而产生比较特殊的企业形象。是具有独特的丰富内涵品牌的体现。随着社会的发展，假冒伪劣商品在市场上鱼目混珠，让消费者无法辨别真假而消费者更愿意花高价去买一些品牌名声较大的产品。中小企业品牌竞争时代的到来决定着谁拥有品牌优势地位谁就拥有市场，谁就有附加价值，但是对大多数中小企业品牌构建来说，独立的创立、培养和发展品牌的市场容量已相当有限。本文试图本文从品牌及品牌构建以及实施的的角度来，对中小企业品牌提供必要的建议，以便中小企业能借助品牌构建实现企业的自身价值以及社会价值。中小企业在我国国民经济中占据重要地位，品牌已经渐渐成为消费者心中一个选择的标准。随着人们生活水平的不断提高，品牌的重要性也随之越来越大。国内还有较多企业在品牌经营上存在许多问题。例如宣传不当、联合经营不当、缺乏特色等等。本文从中小企业既品牌的基本概念与作用入手，探讨了中小企业品牌化理念构建和品牌化道路探索的现状及存在的问题进行了分析，以及对中小企业品牌化道路探索提出了对策以及建议.也通过对我国万和集团家电企业的分析，来对全文进行了总结。【关键词】中小企业品牌化道路品牌化理念家电企业2abstractBrandcultureisanembodimentofbrandqualityandapersonalizedimageofbrandhistory.Itistheembodimentofauniquerichconnotationbrand.Withthedevelopmentofsociety,thefakeandshoddygoodsfishinthemarket,sothatconsumerscannotdistinguishbetweentrueandfalseandconsumersaremorewillingtopayapremiumtobuysomebrandproductswithgreatreputation.Thearrivaloftheeraofbrandcompetitionofsmallandmedium-sizedenterprises。determineswhoownsthebranddominantpositionandwhoownsthemarket,whohasaddedvalue.Butformostsmallandmediumsizedenterprises,themarketcapacityofindependentcreation,cultivationanddevelopmentofbrandisquitelimited.ThispapertriestoprovidenecessarysuggestionsforSMEbrandfromtheperspectiveofbrandandbrandbuildingandimplementation,sothatSMEcanhelpbrandsachievetheirownvalueandsocialvaluethroughbrandbuilding.Smallandmedium-sizedenterprisesoccupyanimportantpositioninthenationaleconomyofourcountry,andthebrandhasgraduallybecomeastandardofchoiceintheconsumer'sheart.Withthecontinuousimprovementofpeople'slivingstandards,theimportanceofbrandisbecomingmoreandmoreimportant.TherearemanyproblemsinbrandmanagementinChina.Forexample,improperpropaganda,improperjointoperation,lackofcharacteristics,andsoon.Startingfromthebasicconceptsandfunctionsofsmallandmedium-sizedenterprises,thispaperdiscussesthepresentsituationandexistingproblemsofbrandbuildingandbrandexplorationofSME,andputsforwardcountermeasuresandsuggestionsfortheexplorationofSMEbranding.ItalsosummarizesthefulltextthroughtheanalysisofChina'shouseholdelectricalapplianceenterprises.Keywords：Smallandmedium-sizedenterprisesBrandedRoadBrandconcept目录一、品牌概念和功能................................7（一）品牌定义....................................73（二）品牌功能....................................7（三）品牌特点....................................7二、如何建设品牌化................................8（一）定位品牌特质，建设特色品牌建设..............8（二）开展品牌营销，走多元化传播之路..............8（三）当今社会快速发展下，还有两种新兴的营销方式:.81．网络营销.....................................82．绿色营销.....................................8（四）重视质量建设，力求产品服务创新..............9（五）强化品牌承诺，增强用户购买信心..............9（六）打造品牌内涵，丰富企业品牌文化..............9（七）强化品牌保护，积极培养专业人才.................
