摘要
在品牌竞争时代,品牌建设已经是中小企业健康发展的关键。然而,中小企业在品牌建设中存在很多问题,主要表现在四个方面:回避品牌建设甘做OEM;品牌管理观念薄弱;品牌建设手段单一;品牌运营混乱。针对这些问题,本文提出了相应的解决对策:即制定相应政策推进中小企业品牌建设;加强人才培训强化品牌管理;选择正确的品牌发展战略;创造性地设计品牌和营销方案;加强品牌的有效管理,促进品牌健康发展。
In the era of brand competition,brand building has become a key to the health development of medium and small scale enterprises.However,there are a lot of problems involved with brand building of medium and small scale enterprises,which display four main aspects： undertaking OEM rather than forging brands,weak awareness of brand management,sole means of brand building,and disorder of brand operation.Aimed at the problems,this paper put forward the relevant countemeasures that the relevant measures are made to promote brand building of medium and small scale enterprises,the employees trainings are strengthened to enhance brand management,the right strategies of brand development are chosen,the brand and operation plans are creatively designed,and the effective management of brands is strengthened to promote the heath development of brands.
出处
《企业经济》
CSSCI
北大核心
2011年第1期69-72,共4页
Enterprise Economy
基金
徐州师范大学科研基金重点项目"基于低成本战略的中小企业品牌创建研究"(批准号:08XWA16)阶段性成果
关键词
中小企业
品牌建设
问题
对策
Medium and small scale enterprises
brand building
problems
countemeasures
