中小型企业品牌建设研究.pdf

中小型企业品牌建设研究 内 容 摘 要 自改革开放以来，我国经济得到了快速发展，人们的生活得到质的改变，民 间企业如同雨后春笋一般出现，但是这些企业常常在发展的道路上停滞下来，只 有少数企业成为行业楚翘。本文采集我国中小型企业品牌建设现状的资料，了解 当前我国中小型企业建设的困难，并分析阻碍他们发展的原因所在，针对他们所 面临的困难，通过分析金利来品牌管理当中的品牌定位，品牌传播以及危机处理 三个方面，挖掘金利来品牌成功的原因，总结金利来经营过程中品牌的策划以及 运用的措施和方法，并提出当下我国中小型企业品牌建设的有利对策，为我国中 小型企业打造强力的核心竞争力提供具有可行性的建议。 关键词：品牌建设；品牌管理；金利来 I Research on brand building of small and medium-sized enterprises Abstract Since the reform and opening up, Chinas economy has been developing rapidly, peoples lives have been changed qualitatively, and private enterprises have sprung up, but these enterprises often stagnate on the road of development, only a few enterprises have become the industry leaders. This paper collects the current situation of the brand building of small and medium-sized enterprises in China, to understand the current difficulties in the construction of small and medium-sized enterprises in China, and analyzes the reasons that hinder their development. In view of the difficulties they are facing, through the analysis of three aspects of brand positioning, brand communication and crisis management in the brand management of II Goldlion, this paper explores the reasons for the success of the brand of Goldlion, and summarizes Goldlion In the process of brand planning and the measures and methods used, and put forward the current favorable countermeasures for the brand building of small and medium-sized enterprises in China, to provide