中小企业创建强势品牌的出路和对策(上)(国外英文资料).doc

中小企业创建强势品牌的出路和对策(上)(国外英文资料) The China of small and medium-sized enterprises brand building, in fact there are a lot of problems, is our current understanding of the brand is very one-sided and superficial. In the small and medium-sized enterprise seems to do brand is the huge investment and cost greatly has become a reluctant child sets no wolf gambling behavior, small and medium-sized enterprises with limited resources can create a strong brand, has almost become the consensus of the theory and enterprise. Liuhe Shengshi Ningbo planning core members ten years service nearly hundreds of enterprises, help many companies low cost rapid increase sales and brand, presented to us today, is thinking and conclusion of our brand this problem for nearly ten years of arduous exploration: 1. brand exists in almost any business, not necessarily related to the brand and scale of enterprises (excluding electricity, petroleum, coal and other similar products to make the brand of the enterprise). The brand should be essentially is a kind of enterprises outside the impression management for an enterprise, as long as there is a market management existence of explicit or implicit market management thinking namely brand strategy. This strategy may be in the planning process is clear out, and a considerable part of the small and medium-sized enterprises may not be explicit, but if there is no clear brand strategy, set the market behavior usually is rarely the best brand strategy. 2. brand is a shortcut to the rapid development of SMEs, there is enough brand theory and a considerable number of domestic successful cases can illustrate this point. For the vast majority of small and medium-sized enterprise resources is extremely scarce, the plant need extension equipment need to purchase, quality needs to be improved, technology R D needs. Many enterprises often have this kind of misunderstanding, that is a brand of large enterprises, but for small and medium-sized enterprises in terms of