【摘要】： 內(nèi)蒙古的獨特區(qū)位優(yōu)勢與特色文化對于內(nèi)蒙古的經(jīng)濟推動是有目共睹的,并形成了相應(yīng)的產(chǎn)業(yè)群落。訴諸于差異化的自然資源優(yōu)勢與文化優(yōu)勢的特色產(chǎn)品在區(qū)內(nèi)外市場取得了不俗的表現(xiàn)。乳業(yè)、餐飲業(yè)、酒業(yè)、畜牧產(chǎn)品加工業(yè)都有了一批可以在全國叫響的品牌,伊利、蒙牛、小肥羊、小尾羊、鄂爾多斯等優(yōu)秀企業(yè)背后的成長經(jīng)歷、關(guān)于品牌塑造的故事可以為后來者特別是中小企業(yè)所借鑒。 “十五”期間,內(nèi)蒙古經(jīng)濟高效快速發(fā)展,自治區(qū)政府重視對自主民族品牌的培育和發(fā)展。馳名、著名商標所貢獻的經(jīng)濟指標已經(jīng)占據(jù)自治區(qū)經(jīng)濟的半壁江山。內(nèi)蒙古中小企業(yè)遍布全區(qū)12個盟市,涉及各個行業(yè)多個領(lǐng)域,在拉動經(jīng)濟增長、擴大就業(yè)、建立和諧社會等方面發(fā)揮了重要作用。 隨著中國的入世,發(fā)達國家的跨國公司的品牌產(chǎn)品都已經(jīng)兵臨城下,有些已經(jīng)洶涌地進入市場甚至坐擁天下。而我國包括區(qū)內(nèi)中小企業(yè)的品牌則尚未成熟或尚未建立,發(fā)展中的品牌產(chǎn)品與之競爭不是在同一水平和同一起跑線上,隨時有折戟商海的可能。 本文詳細分析了中小企業(yè)在發(fā)展品牌戰(zhàn)略過程中存在的誤區(qū),如中小企業(yè)不能創(chuàng)品牌;名牌就等于品牌;曲解產(chǎn)品與品牌的關(guān)系;以廣告宣傳替代品牌塑造等等,指出中小企業(yè)品牌戰(zhàn)略的發(fā)展必須從對品牌認識的提高開始。 本文并就中小企業(yè)實施品牌戰(zhàn)略的基礎(chǔ)做了詳細的論述,包括扎實的產(chǎn)品基礎(chǔ)、市場基礎(chǔ)、有穩(wěn)定的人力資源與組織基礎(chǔ)等等。 內(nèi)蒙古中小企業(yè)快速創(chuàng)建品牌首要的任務(wù)是快速創(chuàng)建強勢品牌的核心。品牌戰(zhàn)略理論來源于市場經(jīng)濟高度發(fā)達的西方,國外企業(yè)已經(jīng)運用得十分熟練,隨著更多國外品牌的進入,競爭越來越激烈,如果不能快速建立品牌,就意味失去與國際品牌競爭的資本。對于自治區(qū)內(nèi)的企業(yè),尤其是多數(shù)新興的中小企業(yè)卻還停留在原始積累階段,如果沒有一種適合的方法,摸著石頭過河的話,創(chuàng)建強勢品牌就要成為一種奢求了。創(chuàng)建強勢品牌在于找到該品牌核心價值的品牌生命點�？焖賱�(chuàng)建強勢品牌的兩個最基本保證在于建立廣義的品牌知名度與建立鮮明的品牌聯(lián)想,并尋找合適的品牌定位。 品牌塑造不可能一朝一夕完成,但品牌塑造又時不我待,只有掌握了品牌創(chuàng)建的規(guī)律,才可以在已經(jīng)到來的品牌戰(zhàn)中勝出。
[Abstract]:The unique location advantage and characteristic culture of Inner Mongolia are obvious to the economic promotion of Inner Mongolia and form the corresponding industrial community. The characteristic products, which appeal to the differentiation of natural resources and cultural advantages, have made a good performance in the market inside and outside the region. The dairy, catering, wine and livestock product processing industries all have a number of brands that can be called sound throughout the country. Yili, Mengniu, Little Fat Sheep, Little tail Sheep, Ordos and other outstanding enterprises have experienced growth behind them. The story about brand shaping can be used for reference by latecomers, especially small and medium-sized enterprises. During the Tenth Five-Year Plan period, Inner Mongolia's economy developed rapidly and the autonomous region government attached importance to the cultivation and development of autonomous national brands. Well-known, famous trademarks have contributed to the economic indicators of the autonomous region has occupied half of the economy. Small and medium-sized enterprises in Inner Mongolia are located in 12 cities in the whole region, involving many fields of various industries, which play an important role in stimulating economic growth, expanding employment and building a harmonious society. With China's accession to the WTO, the brand products of multinational companies in developed countries have been on the verge of war, some of them have already entered the market and even sat in the world. However, the brands in China, including the small and medium-sized enterprises in the region, are not mature or not yet established, and the developing brand products are not competing with them at the same level and at the same starting line. This paper analyzes in detail the misunderstanding existing in the process of developing brand strategy of small and medium-sized enterprises, such as small and medium-sized enterprises cannot create brand, famous brand is equal to brand, the relationship between product and brand is distorted, and the relationship between product and brand is distorted. It is pointed out that the development of brand strategy of small and medium-sized enterprises must begin with the improvement of brand awareness. This paper also discusses the foundation of brand strategy for small and medium-sized enterprises in detail, including solid product basis, market basis, stable human resources and organizational basis, and so on. Inner Mongolia small and medium-sized enterprises establish brand quickly the first task is to create the core of strong brand quickly. The theory of brand strategy comes from the western countries with a highly developed market economy. Foreign enterprises have already used it very skillfully. With the entry of more foreign brands, the competition becomes more and more fierce. If the brand cannot be established quickly, It means losing the capital to compete with international brands. For the autonomous region's enterprises, especially most of the emerging small and medium-sized enterprises are still in the primitive accumulation stage, if there is no suitable method, touch the stone to cross the river, the creation of a strong brand will become a luxury. Building a strong brand lies in finding the brand life point of the brand's core value. The two most basic guarantees for the rapid establishment of strong brands are to establish a broad sense of brand awareness and a clear brand association, and to find the appropriate brand positioning. Brand shaping can not be completed overnight, but brand shaping is not waiting for us. Only by mastering the law of brand creation, can we win the brand war that has arrived.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F274

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 況肖平;基于網(wǎng)絡(luò)媒體的中小企業(yè)品牌傳播效率研究[D];江西師范大學(xué);2010年

2 王露;民族地區(qū)品牌創(chuàng)建探討[D];中南民族大學(xué);2011年

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本文編號：2381190