中小型企业品牌战略研究

^论文编号:GS038  ^论文字数：13603，页数：17

 摘 要
 本文首先从中小企业品牌的基本含义以及中小企业品牌建设的重要性开始分析，中小型企业的发展现状以及趋势和品牌战略的构成，到通过对中小企业品牌建设的环境分析来强化品牌，如今品牌战略已成为企业在市场竞争中立于不败之地的法宝。本文通过对品牌基本含义的阐述，探讨了品牌在企业发展中的重要性，并对企业如何构建自己的品牌战略提出了看法。
 关键词：  品牌     中小型企业

Abstract
 This article first starts from the small and medium-sized enterprise brand's primary meaning as well as the small and medium-sized enterprise brand construction's importance to analyze, Small and medium-sized enterprise's development present situation as well as the tendency and the brand strategy's constitution, to through strengthens the brand to the small and medium-sized enterprise brand construction's environment analysis, now the brand strategy has become the enterprise the magic weapon which is in an impregnable position in the market competition. This article through to the brand primary meaning's elaboration, has discussed the brand in the enterprise development importance, and how to construct own brand strategy to the enterprise to propose the view.
 key word: Brand Small and medium-sized enterprise 
  
目      录
前言 ………………………………………………………………………………………………1
一、品牌的含义和中小企业品牌创建重点   …………………………………………………2
1、品牌的含义  …………………………………………………………………………………2
2、中小企业品牌创建重点………………………………………………………………………2
二、我国中小型企业发展的现状以及趋势 ……………………………………………………6
1、我国中小型企业发展的现状…………………………………………………………………6
2、我国中小型企业发展趋势……………………………………………………………………6
三、中小企业品牌战略的构成 …………………………………………………………………8
1、中小企业创立品牌的核心战略  ……………………………………………………………8
2、中小企业创立品牌的辅助战略 ……………………………………………………………10
3、中小企业创立品牌的维护战略 ……………………………………………………………12
四、中小型企业品牌建设的环境分析…………………………………………………………15
结束语  …………………………………………………………………………………………16
参考文献  ………………………………………………………………………………………17

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