中小企业实行品牌战略的问题和对策分析研究 工商管理专业VIP免费

题目中小企业实施品牌战略的问题与策略研究摘要当前，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AbstractAtpresent,withtheneweconomicera,themarketenvironmenthasundergonetremendouschangesinthebrandhasbecomeanimportantmarketOccupiedtools.Intheeconomicglobalization,Chineseenterprisesintheglobalcompetitiontosurvive,mustattachimportancetobrandstrategy.ThisarticlerelatedtothebasicconceptsofbrandstrategybasedonanalyticalanalysisoftheimplementationofChina'ssmallandmedium-sizedtheimportanceofbrandstrategy.Tobeassmallandmediumenterpriseshavemadegreatprogress,wemustfocusonbrandstrategy,innovation,withaprogressive,makingtheirownbrands,tocreateitsowncharacteristics.ThisarticlealsopointedoutthatChina'ssmallandmediumenterprisesintheimplementationofbrandstrategyofthetwomajorissuesthattheirownindirectproblemsandsocialissues.Thisarticleputforwardsomecountermeasuresfortheseproblems.KeywordsSmallandmedium-sizedenterprisesBrandstrategyCountermeasures目录1引言...........................................................................................................................12企业品牌及品牌战略...............................................................................................12.1品牌.......................................................................................................................12.2品牌战略...............................................................................................................23.我国中小企业发展品牌战略的对策和探讨...........................................................33.1树立品牌战略意识开展品牌创建.........................................................................34我国中小企业实施品牌战略的问题........................................................................44.1品牌自我保护意识淡薄........................................................................................44.2将品牌战略等同于品牌知名度的提高.................................................................44.3盲目品牌延伸........................................................................................................44.4品牌定位不明确....................................................................................................55我国中小企业实施品牌战略的对策........................................................................55.1全面调整，整体推进............................................................................................55.2确立中心，以点带面............................................................................................65.3纵横连贯，选择伙伴............................................................................................65.4选准品牌的市场定位............................................................................................6结论...............................................................8致谢.........................