【摘要】： 中小企業(yè)已進入戰(zhàn)略制勝的時代,理論界有一種認識,即戰(zhàn)略管理作為一個特定的研究領域,主要是針對大型企業(yè)的。這一點可反映在迄今為止,絕大多數(shù)關于戰(zhàn)略管理的理論與實證研究基本上都是以大型企業(yè)為背景的。 然而,制定和實施品牌戰(zhàn)略,對中小企業(yè)來說,同樣是必要的。中小企業(yè)在國民經(jīng)濟中的重要性,中小企業(yè)的發(fā)展已經(jīng)成為經(jīng)濟穩(wěn)定增長的關鍵,中小企業(yè)作為國民經(jīng)濟中一支重要而活躍的力量,它對國家保持經(jīng)濟活力、創(chuàng)造就業(yè)機會、優(yōu)化產(chǎn)業(yè)結構、增加出口創(chuàng)匯、提高效益、促進技術創(chuàng)新和增強競爭能力等等方面的貢獻已為世人所公認。 品牌戰(zhàn)略對我國中小企業(yè)而言,它代表了一種潛在的競爭力和活力能力,能為我國中小企業(yè)帶來內(nèi)在而持久的利益,所以品牌戰(zhàn)略應成為我國中小企業(yè)發(fā)展的重要任務。品牌戰(zhàn)略是通過品牌實力的積累,塑造良好的品牌形象,從而建立顧客忠誠度,形成品牌優(yōu)勢,通過品牌優(yōu)勢的維持和強化,最終實現(xiàn)創(chuàng)立名牌與發(fā)展名牌。品牌戰(zhàn)略遵循最優(yōu)化的管理、最優(yōu)化的產(chǎn)品和親密的客戶關系。所以,我國中小企業(yè)適時引入品牌戰(zhàn)略有著積極意義。 本論文研究的目的是從我國中小企業(yè)的實際出發(fā),在深入研究品牌、品牌戰(zhàn)略理論和內(nèi)容的基礎上,探討我國中小企業(yè)實施品牌戰(zhàn)略的重要性,探討我國中小企業(yè)實施品牌戰(zhàn)略的現(xiàn)狀,為我國中小企業(yè)的品牌戰(zhàn)略提出可行的建議和方案,以指導中小企業(yè)的品牌戰(zhàn)略的實踐活動,促進中小企業(yè)的發(fā)展。 本文共分為五章,具體如下:第一章是導言,主要闡述了論文研究的背景,目的和意義。第二章主要從我國中小企業(yè)不實行品牌戰(zhàn)略的危害和實施品牌戰(zhàn)略的意義、作用兩個方面闡述了中小企業(yè)加強品牌戰(zhàn)略管理的必要性。第三章主要分析中小企業(yè)與大企業(yè)在品牌戰(zhàn)略在設計和推行上的區(qū)別。第四章,點評無品牌戰(zhàn)略、貼牌生產(chǎn)戰(zhàn)略、自創(chuàng)品牌戰(zhàn)略、虛擬營銷戰(zhàn)略和品牌共享等五個中小企業(yè)常用品牌戰(zhàn)略。第五章是本文的重點,在我國中小企業(yè)選擇品牌戰(zhàn)略的SWOT分析基礎上,提出中小企業(yè)品牌戰(zhàn)略選擇在空間上和時間上的基本規(guī)律性。 本文的特色是在中小企業(yè)品牌戰(zhàn)略選擇中引入SWOT分析,分別就影響我國中小企業(yè)品牌戰(zhàn)略的優(yōu)勢、劣勢、機會和威脅四個因素進行了深刻的分析。 論文創(chuàng)新之處在于第五章中,在中小企業(yè)在時間上的品牌戰(zhàn)略選擇中,建立了時間一品牌選擇模型,創(chuàng)造性的提出在不同的時間階段有其相對應的品牌戰(zhàn)略選擇的規(guī)律性。在中小企業(yè)在空間上的品牌戰(zhàn)略選擇中,建立了空間品牌戰(zhàn)略選擇模型。最后在時間-空間戰(zhàn)略相結合的基礎上,提出了中小企業(yè)品牌戰(zhàn)略選擇的幾點結論:首先,中小企業(yè)如果處于創(chuàng)業(yè)初期,實力不強,沒有足夠的資會實施品牌戰(zhàn)略,因此,在空間上應該選擇本地市場的品牌戰(zhàn)略,在時間上應該選擇無品牌戰(zhàn)略,先圖生存,再謀發(fā)展;其次,中小企業(yè)如果進入了發(fā)展中期,經(jīng)過創(chuàng)業(yè)初期的積累,企業(yè)也具有一定實力,有一定的市場,資金也逐漸充裕,品牌戰(zhàn)略選擇在空間上應該選擇區(qū)域市場戰(zhàn)略,在時間上應該選擇貼牌生產(chǎn)戰(zhàn)略和品牌共享戰(zhàn)略;最后,中小企業(yè)如果處于發(fā)展的頂峰,具有比較強的實力,在區(qū)域市場已經(jīng)站穩(wěn)腳跟,資金雄厚,用別人的品牌已經(jīng)無法滿足企業(yè)發(fā)展的需要,所以,中小企業(yè)在空間上應該選擇全國市場或全球市場的名牌戰(zhàn)略,在時間上選擇自創(chuàng)品牌戰(zhàn)略。
[Abstract]:As small and medium-sized enterprises have entered the era of strategic success, the theory circle has an understanding that strategic management is a specific field of research, mainly for large-scale enterprises. This can be reflected in the fact that the vast majority of theoretical and empirical studies on strategic management have been based largely on large-scale enterprises. However, the development and implementation of the brand strategy is the same for small and medium-sized enterprises" It is necessary. The importance of small and medium-sized enterprises in the national economy, the development of small and medium-sized enterprises has become the key to the stable growth of the economy, and the small and medium-sized enterprises, as an important and active force in the national economy, maintain the economic vitality of the state, create employment opportunities, optimize the industrial structure and increase The contribution of foreign exchange, improving benefit, promoting technological innovation and enhancing competitiveness has been the world As for small and medium-sized enterprises in our country, the brand strategy represents a potential competitive and dynamic capability, which can bring the inner and long-lasting benefits to the small and medium-sized enterprises in our country, so the brand strategy should be the medium and small of our country The key task of enterprise development. The brand strategy is to build a good brand image through the accumulation of brand power, so as to build the customer loyalty, to form the brand advantage, and to achieve the final realization through the maintenance and strengthening of the brand advantage. Create a famous brand and develop a famous brand. The brand strategy follows the optimized management and the optimized production Products and intimate customer relationships. So, our small and medium-sized enterprises are introduced in due course The purpose of this paper is to study the importance of the brand, brand strategy and content of small and medium-sized enterprises in our country, and to explore the importance of implementing the brand strategy in our country. In order to guide the brand strategy of the small and medium-sized enterprises, the present situation of the brand strategy of the small and medium-sized enterprises in the country is put forward, and the feasible suggestions and solutions are put forward for the brand strategy of the small and medium-sized enterprises in our country. Practice activities to promote the development of small and medium-sized enterprises. This paper is divided into five chapters. The first chapter is the introduction. The second chapter mainly expounds the background, purpose and significance of the research of the paper. The second chapter mainly discusses the harm of the brand strategy and the significance of the implementation of the brand strategy from the small and medium-sized enterprises in our country. The paper expounds the necessity of strengthening the brand strategy management of small and medium-sized enterprises, and the third chapter mainly analyzes the small and medium-sized enterprises The difference between the brand strategy and the design and implementation of the big enterprise. Chapter four, the review of the non-brand strategy, the label production strategy, the self-created brand strategy, the virtual marketing war The fifth chapter is the focus of this paper, on the basis of the SWOT analysis of the brand strategy of the small and medium-sized enterprises in our country, put forward the small and medium-sized enterprises The characteristic of this paper is to introduce the SWOT analysis in the choice of the brand strategy of the small and medium-sized enterprises, which will affect the brand strategy of the small and medium-sized enterprises in China. This paper analyzes the four factors of the advantages, disadvantages, opportunities and threats. The innovation of the paper is in the fifth chapter, in the choice of the brand strategy of the small and medium-sized enterprises in time, the time-one brand selection model is established. In this paper, the regularity of the choice of brand strategy is proposed in different time phases. On the basis of the combination of time-space strategy, the paper puts forward some conclusions on the choice of the brand strategy of small and medium-sized enterprises. When the fruit is in the early stage of the start-up, the strength is not strong, and there is not enough capital to implement the brand strategy. Therefore, the brand strategy of the local market should be selected in the space. In the time, the brand strategy should be selected, the survival and the development of the enterprise should be first carried out; secondly, if the medium-and-small-sized enterprises enter the development In the middle of the period, through the accumulation of the initial stage of the start-up, the enterprise also has a certain strength, with a certain market, the fund is also gradually abundant, the brand strategy chooses the regional market strategy in the space, the time should select the brand-to-label production strategy and the brand sharing strategy, and finally, the small and medium-sized enterprises such as The fruit is at the peak of development and has a strong power. In the region, the market has been stable, the fund is strong, and the brand of other people has not been able to meet the needs of the development of the enterprise, so the small and medium-sized enterprises should be in space
【學位授予單位】：貴州財經(jīng)學院
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

【引證文獻】

相關碩士學位論文 前1條

1 言曉俊;DT公司品牌戰(zhàn)略研究[D];南昌大學;2011年

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本文編號：2320901