本文選題：電子商務(wù) + 中小企業(yè)��； 參考：《湖南科技大學(xué)》2017年碩士論文

【摘要】：隨著市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈,品牌建設(shè)已經(jīng)成為我國(guó)中小企業(yè)占據(jù)市場(chǎng)有利位置的重要法寶。品牌可以通過(guò)提升消費(fèi)者的忠誠(chéng)度,使企業(yè)市場(chǎng)份額快速增長(zhǎng)。品牌是中小企業(yè)賴(lài)以生存與發(fā)展的關(guān)鍵,成功的品牌建設(shè)能夠促進(jìn)我國(guó)中小企業(yè)保持持續(xù)發(fā)展。電子商務(wù)經(jīng)過(guò)二十余年的發(fā)展,為我國(guó)中小企業(yè)品牌建設(shè)開(kāi)辟了新的道路,帶來(lái)了廣闊的市場(chǎng)前景。從當(dāng)前來(lái)看,我國(guó)中小企業(yè)在品牌建設(shè)方面的品牌競(jìng)爭(zhēng)壓力較大,因此,對(duì)我國(guó)中小企業(yè)的品牌建設(shè)進(jìn)行深入研究是很有必要的。本文采取的研究方法主要有兩種,首先是文獻(xiàn)法,通過(guò)借鑒前人對(duì)品牌建設(shè)的相關(guān)理論與結(jié)論,對(duì)我國(guó)中小企業(yè)品牌建設(shè)的發(fā)展現(xiàn)狀與存在的問(wèn)題進(jìn)行分析;其次是問(wèn)卷調(diào)查法,本研究采取網(wǎng)絡(luò)隨機(jī)投放方式發(fā)放調(diào)查問(wèn)卷,總共發(fā)放問(wèn)卷400份,回收326份,對(duì)所得數(shù)據(jù)進(jìn)行了分析;最后是實(shí)證分析法,得到相關(guān)實(shí)證結(jié)論和對(duì)策,為我國(guó)中小企業(yè)品牌建設(shè)提供值得借鑒的經(jīng)驗(yàn)與啟發(fā)。本文首先對(duì)前人的相關(guān)理論和研究成果進(jìn)行了整體的綜述,通過(guò)對(duì)電子商務(wù)的發(fā)展現(xiàn)狀,闡述了電子商務(wù)為我國(guó)中小企業(yè)所帶來(lái)的機(jī)遇,比較了電子商務(wù)相對(duì)傳統(tǒng)商務(wù)的優(yōu)勢(shì)與特點(diǎn),通過(guò)問(wèn)卷調(diào)查真實(shí)有效的數(shù)據(jù),深入分析電子商務(wù)環(huán)境下我國(guó)中小企業(yè)品牌建設(shè)的發(fā)展現(xiàn)狀以及存在的問(wèn)題,并分析了中小企業(yè)品牌建設(shè)的影響因素;設(shè)計(jì)和發(fā)放調(diào)查問(wèn)卷,整理搜集到的問(wèn)卷數(shù)據(jù),運(yùn)用SPSS22.0軟件實(shí)證檢驗(yàn)品牌定位、品牌策劃、品牌傳播、品牌延伸與品牌競(jìng)爭(zhēng)力的關(guān)系,認(rèn)為建立品牌管理部門(mén)、設(shè)立專(zhuān)門(mén)的品牌經(jīng)理、品牌建設(shè)狀況的監(jiān)督同時(shí)進(jìn)行,能夠最大限度的發(fā)揮品牌組織管理對(duì)品牌競(jìng)爭(zhēng)力的積極作用;最終,提出電子商務(wù)環(huán)境下我國(guó)中小企業(yè)品牌建設(shè)的路徑與對(duì)策建議。本文希望通過(guò)電子商務(wù)環(huán)境所產(chǎn)生的新特點(diǎn)為我國(guó)中小企業(yè)所帶來(lái)的機(jī)遇與挑戰(zhàn)進(jìn)行分析研究,努力為我國(guó)中小企業(yè)在進(jìn)行品牌建設(shè)提出一些可行的意見(jiàn)與建議。
[Abstract]:With the market competition becoming more and more fierce, brand building has become an important magic weapon for SMEs to occupy a favorable position in the market. Brands can increase their market share by increasing consumer loyalty. Brand is the key to the survival and development of SMEs. Successful brand building can promote the sustainable development of SMEs in China. After more than 20 years' development, E-commerce has opened up a new way for the brand construction of small and medium-sized enterprises in China, and has brought broad market prospect. From the current point of view, the brand competition pressure of the small and medium-sized enterprises in our country is great, therefore, it is necessary to study the brand construction of the small and medium-sized enterprises in our country. There are two main research methods adopted in this paper. Firstly, the literature method is used to analyze the current situation and existing problems of the brand construction of small and medium-sized enterprises in China by referring to the related theories and conclusions of the predecessors. The second is questionnaire survey, this research adopts the network random delivery method to distribute the questionnaire, altogether distributes 400 questionnaires, returns 326, has carried on the analysis to the obtained data; finally is the empirical analysis method, obtains the correlation empirical conclusion and the countermeasure. For our country small and medium-sized enterprise brand construction provides the experience which is worth drawing lessons from and enlightens. Firstly, this paper summarizes the related theories and research results of predecessors, and expounds the opportunities that electronic commerce brings to small and medium-sized enterprises of our country through the development of electronic commerce. This paper compares the advantages and characteristics of electronic commerce relative to traditional commerce, analyzes the current situation and existing problems of brand building of small and medium-sized enterprises in China under the environment of electronic commerce through questionnaire survey, which is true and effective. It also analyzes the influencing factors of brand construction in small and medium-sized enterprises, designs and issues questionnaires, collates the collected questionnaire data, and uses SPSS22.0 software to empirically test the relationship between brand positioning, brand planning, brand communication, brand extension and brand competitiveness. It is believed that the establishment of a brand management department, the establishment of a special brand manager and the simultaneous supervision of the brand construction situation can maximize the positive effect of brand organization management on the brand competitiveness; finally, This paper puts forward the path and countermeasures of brand building of small and medium-sized enterprises in China under the environment of e-commerce. This paper hopes to analyze and study the opportunities and challenges of the small and medium-sized enterprises in our country through the new characteristics of the electronic commerce environment, and try to put forward some feasible opinions and suggestions for the brand building of the small and medium-sized enterprises in our country.
【學(xué)位授予單位】：湖南科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6;F276.3;F273.2

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