浅析品牌竞争时代我小企业的品牌战略选择毕业论文.doc

浅析品牌竞争时代我国中小企业的品牌战略选择毕业论文 Abstract 3 第一章 引言 4 1.1 研究背景 4 1.2 研究意义 4 1.3 文献综述 5 第二章 中小企业品牌战略理论分析 7 2.1 中小企业简介 7 2.2 品牌的内涵 7 2.3 品牌竞争力 10 第三章 中小企业品牌的现状与问题 11 3.1 中小企业品牌的现状 11 3.2 中小企业品牌存在的主要问题 12 3.3 中小企业品牌战略制定时存在的主要问题 13 第四章 品牌战略的选择 17 4.1无品牌战略 17 4.2有品牌战略 18 第五章 品牌推广战略 24 5.1 品牌推广 24 5.2 品牌推广的战略 24 结 束 语 27 参考文献 29 致 谢 30 摘 要 现今企业品牌竞争激烈,加之我国进入WTO以后,国内各行各业受到越来越多的国外企业带来的冲击,我们应该打破并非只有大型企业才有品牌的误区;对于我国中小型企业品牌战略的选取进行研究,能在市场竞争中求生存、促发展。 本文主要研究中小型企业面对的生存和发展问题时,其品牌对企业生存和发展应起到怎样的作用,在面对进入WTO以来的冲击,企业应该如何打破经营者对品牌建设的误区使其在全球化的环境中发展自己。针对品牌的核心,即品牌消费者、品牌自身、品牌竞争策略间的相互关系,对这种关系融入企业经营管理的方方面面,成为企业核心优势、竞争力的重要表现进行剖析,在品牌战略的选择、推广上阐述自己的观点。 关键词:中小企业 品牌战略 推广战略 Abstract Now the enterprise brand competition is intense, together with Chinas entry into the WTO, domestic all walks of life gets more and more of the impact of foreign enterprise, we should break is not only large companies not only has the brand of the error; For our country the small and medium enterprise brand strategy based on research, can in the market competition of survival, promoting development This paper makes a study of the small and medium enterprise to face the survival and development of the problem, its brand to the enterprise survival and development should have the function of how, in the face of impact since entry into WTO, the enterprise should be how to break operators to brand construction erroneous zone in the global environment to develop their own. For core brand which is the brand consumers, brand itself, the brand competition strategy relationships, to this kind of relationship into all aspects of business management in enterprise, to become the enterprise core competitive advantage, and the important performance analysis of brand strategy selection, promotion expounded his views. Key Words: Small and medium-sized enterpriseBrand strategy Brand promotion strategy 第一章 引言 1.1 研究背景 随着科学技术的迅猛发展和世界经济一体化趋势的逐步加强,我国经济与世界经济已紧密联系在一起。受市场需求多样化和个性化影响,我国企业竞争环境也越来越具有挑战性。面对全球化的市场,企业将面临产品同质化、技术同