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1、论文题目：中小企业的名牌战略 考生姓名： 专 业：工商企业管理 准考证号 指导老师： 通讯地址： 邮政编码： 联系电话： 日 期： 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。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
2、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。具体而言，除引言外本文可以分为以下四部分： 第一部分：中小企业品牌战略相关概念解析。中小企业的概念、品牌的定义与构成、品牌战略的定义与目的 第二部分：我国中小企业实施品牌战略的必要性。加入WTO以后，我国大多数中小企业将处于同国外的强大竞争对手面对面较量的境地，越来越多的外国著名品牌将进入到我们的生活当中。面对这前所未有的品
3、牌冲击，我国只有实施品牌战略，造就品牌企业和品牌产品，才能走进国际市场，参与国际市场的大竞争，与外国品牌一争高下。另一方面，随着科学技术的进步，消费者需求层次的不断提高，注重品牌，追求品牌，增加名牌消费的现象日益明显，因此企业推行品牌战略不仅有利于扩大市场占有率，而且能取得更大的经济效益。我国中小企业要参与国内市场竞争，也只有实施品牌战略，才能增强企业的竞争力，在竞争中立于不败之地。 第三部分：我国中小企业实施品牌战略的现状及存在的问题。指出品牌定位不科学、做品牌重销量轻质量现象严重、将广告当成创品牌的唯一法宝、品牌缺乏核心价值、品牌缺乏整合规划等是当前中小企业品牌战略实施中存在的主要问题。
4、第四部分：我国中小企业实施品牌战略的对策。从品牌定位、品牌战略选择、品牌质量管理、品牌文化、品牌个性建立、品牌公关与延伸等方面就中小企业如何实施品牌战略提出了对策。 关键词：中小企业 名牌 名牌战略 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 peoples living
5、 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
6、 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 sale
7、s 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 br
8、and strategy, putting forward some advice aimed at the problems existed in the current situation. say in detail, in addition to the preface this paper can be divided into the following four parts: The first part：Analysis of the related conception of Small and medium-sized enterprise brand. Such as t
9、he definition of the Small and medium-sized enterprise, brand and its contents, the definition and purposes of the brand strategic. The second part: The necessity for small and medium-sized enterprise to carry out of the brand strategy. Since we joined the WTO, the Small and medium-sized enterprise
10、will be placed in the ground of the rival of the foreign strong enterprise, more and more foreign brands will enter our life. Facing this unprecedented brand trend, carrying out the brand strategy, constructing the brand business enterprise and brand products, can go into the international market, p
11、articipate the big competition of the international market, competing with foreign brand. On the other hand, along with the technical progress of science, the consumer need more raises, paying more attention to the brand, pursuing the brand, the phenomenon that increases the famous brand consumption
12、 is increasing obviously, so carrying out the brand strategy is not only be advantageous to the extension market share, but also can obtain larger economic performance. The small and medium-sized enterprise wants to participate the local market competit ion must carry out the brand strategy, which c
13、an strengthen the competition ability, getting a competing position. The third part: The current problems of the Small and medium-sized enterprise in carrying out the brand strategy. Point out that the wrong brand fixed position, strengthening sale quantity and lighting quantity, taking advertisemen
14、t as the only weapon, lacking the core value and integration programming are the current problems existed in the Small and medium-sized enterprise in carrying out the brand strategy. The Fourth part: The advice on carrying out brand strategy for the small and medium-sized enterprise. Put forward som
15、e advice from the position fixing of brand, the choosing of brand strategy, the quantity management of brand, brand culture, the establishment of brand character, the brand public relations and extension. Keywords: Small and medium-sized enterprise；Brand；Brand strategy 目录摘要.2Abstract 3引言.4一.中小企业品牌战略相关概念解析.
