【摘要】： 隨著經(jīng)濟(jì)全球化的進(jìn)一步推進(jìn)和我國加入WTO,世界500強(qiáng)企業(yè)絕大多數(shù)都已進(jìn)入中國市場,國際著名品牌也紛紛進(jìn)入中國市場,中國企業(yè)已完全從國內(nèi)競爭轉(zhuǎn)向全球競爭,市場競爭已進(jìn)入品牌競爭時(shí)代。 根據(jù)國家發(fā)展和改革委員會中小企業(yè)司統(tǒng)計(jì),2006年,我國各類中小企業(yè)達(dá)4200萬戶,創(chuàng)造的最終產(chǎn)品和服務(wù)價(jià)值占全國GDP的60%,提供了75%以上的城鎮(zhèn)就業(yè)崗位,商品出口占全國的68%,繳納稅金占全國的53%,完成了全國65%的發(fā)明專利和80%以上的新產(chǎn)品開發(fā)。中小企業(yè)的發(fā)展壯大對于大力發(fā)展生產(chǎn)力、縮小城鄉(xiāng)差距和區(qū)域發(fā)展差距、促進(jìn)社會充分就業(yè)、增加城鄉(xiāng)居民收入,以及推進(jìn)技術(shù)自主創(chuàng)新等方面正發(fā)揮著越來越重要的作用。但也應(yīng)當(dāng)看到,中小企業(yè)仍然面臨著規(guī)模較小、融資難、增長方式粗放和市場競爭力不強(qiáng)等問題。面對強(qiáng)大國內(nèi)外品牌的壓力,中小企業(yè)要尋求長遠(yuǎn)發(fā)展、永續(xù)經(jīng)營,不斷提高品牌競爭力就成為必然要求。 傳統(tǒng)理論誘導(dǎo)中小企業(yè)片面做大,盲目追求知名度,誤導(dǎo)了中小企業(yè)的品牌決策;信息化與電子商務(wù)使中小企業(yè)品牌價(jià)值研究更具有現(xiàn)實(shí)意義,產(chǎn)業(yè)集群為中小企業(yè)品牌競爭力建設(shè)提供了新的平臺。因此,筆者選取中小企業(yè)品牌競爭力問題研究為研究課題,旨在為中小企業(yè)提升品牌競爭力提供經(jīng)驗(yàn)總結(jié)和理論參考。 本文首先對國內(nèi)外關(guān)于品牌競爭力的研究動(dòng)態(tài)進(jìn)行了介紹,分析了中小企業(yè)的特征及品牌競爭力建設(shè)中存在的主要問題;在此基礎(chǔ)上構(gòu)建了品牌競爭力定性分析模型,并進(jìn)行了實(shí)證研究。提出必須從技術(shù)、制度、文化三個(gè)層面,從品牌戰(zhàn)略、企業(yè)文化、產(chǎn)業(yè)文化、政策環(huán)境、創(chuàng)新、品牌保護(hù)、質(zhì)量與服務(wù)、信息化與電子商務(wù)、產(chǎn)業(yè)集群等九方面入手,采取有效措施,才能有效提升中小企業(yè)的品牌競爭力。
[Abstract]:With the further development of economic globalization and the fact that most of the top 500 enterprises after China's entry into WTO, have entered the Chinese market, the famous international brands have also entered the Chinese market one after another. Chinese enterprises have completely changed from domestic competition to global competition, and the market competition has entered the era of brand competition. According to the statistics of the Department of small and medium-sized Enterprises of the State Development and Reform Commission, in 2006, the number of small and medium-sized enterprises of all kinds in China reached 42 million, the final product and service value accounted for 60% of the national GDP, provided more than 75% of urban jobs, commodity exports accounted for 68% of the country, paid taxes accounted for 53% of the country, completed 65% of the country's invention patents and more than 80% of the new product development. The development and growth of small and medium-sized enterprises is playing a more and more important role in vigorously developing productive forces, narrowing the gap between urban and rural areas and regional development, promoting full social employment, increasing the income of urban and rural residents, and promoting independent technological innovation. However, it should also be noted that small and medium-sized enterprises are still faced with problems such as small scale, difficult financing, extensive growth mode and weak market competitiveness. In the face of the pressure of strong domestic and foreign brands, small and medium-sized enterprises should seek long-term development, sustainable management, and constantly improve brand competitiveness has become an inevitable requirement. The traditional theory leads small and medium-sized enterprises to be one-sided and blindly pursuing popularity, which misleads the brand decision of small and medium-sized enterprises. Information and e-commerce make the research of brand value of small and medium-sized enterprises more practical significance, and industrial clusters provide a new platform for the construction of brand competitiveness of small and medium-sized enterprises. Therefore, the author selects the brand competitiveness of small and medium-sized enterprises as the research topic, in order to provide experience summary and theoretical reference for small and medium-sized enterprises to enhance brand competitiveness. Firstly, this paper introduces the research trends of brand competitiveness at home and abroad, analyzes the characteristics of small and medium-sized enterprises and the main problems existing in the construction of brand competitiveness, and on this basis, constructs the qualitative analysis model of brand competitiveness, and carries on the empirical research. It is pointed out that effective measures must be taken from three aspects of technology, system and culture, such as brand strategy, corporate culture, industrial culture, policy environment, innovation, brand protection, quality and service, information and electronic commerce, industrial cluster and so on, in order to effectively enhance the brand competitiveness of small and medium-sized enterprises.
【學(xué)位授予單位】：江南大學(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(xiàn)】

相關(guān)期刊論文 前1條

1 王雨;;論我國中小企業(yè)品牌策略[J];現(xiàn)代商貿(mào)工業(yè);2010年24期

相關(guān)碩士學(xué)位論文 前3條

1 尹春潔;中小型獨(dú)立酒店的發(fā)展模式研究[D];中國海洋大學(xué);2010年

2 張文;基于顧客價(jià)值的溫州服裝企業(yè)品牌競爭力研究[D];寧波大學(xué);2011年

3 何家才;提升中國自主轎車品牌競爭力的跨國并購路徑[D];東北財(cái)經(jīng)大學(xué);2011年

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本文編號：2497777