本文選題：品牌 + 中小企業(yè)��； 參考：《電子科技大學(xué)》2008年碩士論文

【摘要】： 進入到21世紀,數(shù)量占絕對優(yōu)勢的中小企業(yè)不僅是推動我國經(jīng)濟發(fā)展的主要動力,而且對繁榮和活躍全國市場發(fā)揮著舉足輕重的作用。然而,隨著國內(nèi)市場競爭的加劇及跨國公司開拓中國市場的步伐加快,在資金、技術(shù)、管理及人力資源方面均處于劣勢的中小企業(yè),越來越凸現(xiàn)出一個重要的問題:沒有品牌、沒有強勢品牌,便沒有市場,一些企業(yè)雖能維持發(fā)展,但其利潤率與品牌企業(yè)相比極其懸殊。面對更加激烈的市場競爭,本土的中小企業(yè)極其渴望打造一個個性鮮明、聯(lián)想豐富、高威望、高價值感、高美譽度與忠誠度的強勢大品牌,但現(xiàn)實是針對我國中小企業(yè)品牌創(chuàng)建的成型理論卻一片空白,加上很多企業(yè)對于品牌的真正內(nèi)涵及定義并沒有清晰的了解就盲目引用,從而使一些企業(yè)付出了高昂的代價,品牌創(chuàng)建為此陷入誤區(qū)�！白銎放普宜�,不做品牌等死”,針對中小企業(yè)品牌創(chuàng)建的兩難境地,筆者通過對一些學(xué)術(shù)理論和中小企業(yè)的固有特點的研究,提出了基于生命周期理論的中小企業(yè)品牌創(chuàng)建策略,力求建立一種適合我國國情和中小企業(yè)實際的品牌塑造模式,從而促進我國中小企業(yè)健康的成長和發(fā)展。 本論文共分五章。第一章為前言,主要描述了論文的研究背景、目的、意義、研究思路和方法;第二章主要是對品牌創(chuàng)建的有關(guān)理論進行了梳理,并簡述了我國中小企業(yè)品牌創(chuàng)建的必要性;第三章的內(nèi)容分四個層次:其一界定中小企業(yè)的概念并對其特性進行描述,其二回顧了我國中小企業(yè)的發(fā)展歷程及現(xiàn)實狀況,其三分析了我國中小企業(yè)品牌創(chuàng)建現(xiàn)狀,其四借助生命周期理論分析歸納出我國中小企業(yè)生命周期特性;第四章是本文的重點,該章提出了基于企業(yè)生命周期理論的中小企業(yè)品牌創(chuàng)建策略,并分四節(jié)對處于不同生命周期的中小企業(yè)的品牌創(chuàng)建策略、適用條件、注意事項進行詳細的闡述;第五章主要是通過運用基于生命周期理論的中小企業(yè)品牌創(chuàng)建策略,對百藥品牌成長的案例進行分析,并提出品牌創(chuàng)建的啟示。
[Abstract]:In the 21st century, the number of small and medium-sized enterprises with absolute advantage is not only the main driving force to promote the economic development of our country, but also plays an important role in the prosperity and vitality of the national market. However, with the intensification of competition in the domestic market and the accelerated pace of multinational companies to open up the Chinese market, SMEs, which are at a disadvantage in terms of capital, technology, management and human resources, have become increasingly exposed to an important problem: lack of brand name. Without a strong brand, there is no market. Some companies can maintain growth, but their profit margins are extremely different from brand companies. In the face of more fierce market competition, local small and medium-sized enterprises are eager to create a strong brand with distinctive personality, rich association, high prestige, high value, high reputation and loyalty. However, the reality is that the theory of forming the brand for the small and medium-sized enterprises in our country is blank. Moreover, many enterprises blindly cite the real connotation and definition of the brand without a clear understanding, which makes some enterprises pay a high price. Brand creation falls into a misunderstanding for this. "make brand search for death, do not do brand wait for death", aiming at the dilemma of brand establishment of small and medium-sized enterprises, the author studies some academic theories and the inherent characteristics of small and medium-sized enterprises. In order to promote the healthy growth and development of small and medium-sized enterprises in our country, this paper puts forward a brand building strategy based on life cycle theory in order to establish a brand shaping model suitable for our country's national conditions and the actual situation of small and medium-sized enterprises. This thesis is divided into five chapters. The first chapter is the foreword, mainly describes the research background, the purpose, the significance, the research thought and the method, the second chapter mainly has carried on the comb to the brand establishment related theory, and has outlined the our country small and medium-sized enterprise brand establishment necessity; The content of the third chapter is divided into four levels: first, define the concept of small and medium-sized enterprises and describe their characteristics, second, review the development of small and medium-sized enterprises in China and the actual situation, third, analyze the status quo of brand establishment of small and medium-sized enterprises in China. The fourth chapter summarizes the characteristics of the life cycle of small and medium-sized enterprises in China with the help of life cycle theory. The fourth chapter is the focus of this paper, which puts forward the strategy of building brand of small and medium-sized enterprises based on the theory of enterprise life cycle. And divided into four sections of small and medium-sized enterprises in different life cycle of the brand creation strategy, applicable conditions, matters needing attention in detail. Chapter five is mainly through the use of life-cycle theory of small and medium-sized enterprises brand creation strategy, This paper analyzes the case of the brand growth of Baiyao, and puts forward the inspiration of brand creation.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關(guān)期刊論文 前1條

1 黃永春;任志成;余菲菲;楊以文;;環(huán)境與資源雙約束下中小企業(yè)創(chuàng)建自主品牌的戰(zhàn)略路徑——以戰(zhàn)略匹配為視角[J];經(jīng)濟體制改革;2013年01期

，

本文編號：1806946