基于企业资源论的中小企业品牌构建模式研究

发布时间：2018-04-13 13:30

本文选题：中小企业 + 品牌　；参考：《电子科技大学》2008年硕士论文

【摘要】： 目前,我国中小企业总数已超过4,200万家,已经成为我国国民经济建设的一支重要力量。随着市场竞争激烈程度的不断升级,消费者消费理念的变化,品牌已经成为企业获取市场份额、攫取利润的重要工具,没有品牌就难以在市场上生存。尽管我国部分中小企业已经意识到了品牌的重要性,但由于中小企业规模小、资金少、资源短缺、在品牌建设方面投入少等原因,使得国内为数众多的中小企业在品牌创建方面依然薄弱。品牌,作为困扰他们的重要因素之一,已经成为中小企业寻求成长路上的一大痛处。因此,对于我国中小企业来说,不仅仅要认识到品牌对于企业的重要性,更重要的是要学会如何在有限的资源下创建品牌。本论文正是针对上述问题,以国内中小企业为主要研究对象,在深入分析企业资源理论的基础上,就中小企业品牌创建问题作了创新性和探索性研究。主要内容为: 1.详细分析了世界各国和我国对中小企业的界定标准,并归纳出我国中小企业的固有特征。 2.对国内外品牌创建理论进行了详细研究,并对我国中小企业品牌创建的现状予以总结。 3.在深入研究了企业资源理论的基础上,结合我国中小企业的特征和品牌现状,提出了基于企业资源论的中小企业品牌创建模式,并构建出合理的具有现实意义的品牌创建策略集。 4.最后,通过奇瑞品牌构建案例研究对基于企业资源论的中小企业品牌创建模式的有效性和可行性进行了检验,并对论文的研究予以总结。
[Abstract]:At present, the total number of small and medium-sized enterprises in China has exceeded 42 million, which has become an important force in the construction of our national economy.With the continuous upgrading of market competition and the change of consumer consumption concept, brand has become an important tool for enterprises to gain market share and gain profits, and it is difficult to survive in the market without brand.Although some small and medium-sized enterprises in our country have realized the importance of brand name, due to their small scale, small capital, shortage of resources and less investment in brand construction,So that a large number of small and medium-sized enterprises in the brand building is still weak.Brand, as one of the important factors bothering them, has become a major pain in the growth of small and medium enterprises.Therefore, for small and medium-sized enterprises in our country, we should not only recognize the importance of brand for enterprises, but also learn how to create brand under limited resources.In this paper, aiming at the above problems, taking domestic small and medium-sized enterprises as the main research object, on the basis of in-depth analysis of the enterprise resource theory, this paper makes innovative and exploratory research on the brand establishment of small and medium-sized enterprises.The main contents are:1.The definition standards of SMEs in the world and in China are analyzed in detail, and the inherent characteristics of SMEs in our country are summed up.2.The theory of brand creation at home and abroad is studied in detail, and the status quo of brand establishment in small and medium enterprises in China is summarized.3.On the basis of deep research on enterprise resource theory, combined with the characteristics and brand status of small and medium-sized enterprises in China, this paper puts forward the brand building model of small and medium-sized enterprises based on enterprise resource theory.And construct a reasonable brand creation strategy set with realistic significance.4.Finally, the validity and feasibility of the brand building model of SMEs based on enterprise resource theory are tested through the case study of Chery brand construction, and the research of this paper is summarized.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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