我国中小企业品牌的低成本营销研究

发布时间：2018-06-23 01:10

本文选题：中小企业 + 低成本　；参考：《新疆大学》2008年硕士论文

【摘要】： 品牌已经成为影响企业竞争力的关键因素,中小企业品牌竞争力不足已经成为影响其可持续发展的瓶颈。中小企业的发展状况对我国的经济发展具有重要的意义,解决中小企业发展中遇到的品牌瓶颈问题已迫在眉睫。本文结合我国中小企业的现状和特点,通过研究品牌、品牌内涵和品牌营销的相关理论,提出了中小企业应走品牌低成本营销之路;同时探讨了我国中小企业实施品牌营销的现实意义,分析了中小企业品牌的成长环境,进而总结了中小企业品牌营销策略精要;重点阐述了中小企业通过构建品牌定位、品牌视觉识别系统和打造产品力为核心的品牌低成本营销的关键环节,以及通过精细化营销、品牌化渠道、促销和整合资源实现品牌低成本营销的策略。在阐述过程通过穿插案例实现理论与实践的对接。本文旨在构建中小企业品牌低成本营销模式,使之成为适合我国广大中小企业品牌营销的战略方法,指导中小企业品牌营销实践,从而促进中小企业的可持续发展。
[Abstract]:Brand has become a key factor affecting the competitiveness of enterprises, and the lack of brand competitiveness of small and medium-sized enterprises has become the bottleneck affecting its sustainable development. The development of small and medium-sized enterprises is of great significance to the economic development of our country. It is urgent to solve the problem of brand bottleneck encountered in the development of small and medium-sized enterprises. According to the present situation and characteristics of the small and medium-sized enterprises in our country, this paper puts forward that the small and medium-sized enterprises should take the road of brand low cost marketing by studying the brand, the brand connotation and the related theory of brand marketing. At the same time, it discusses the practical significance of the implementation of brand marketing in small and medium-sized enterprises in China, analyzes the growth environment of the brand of small and medium-sized enterprises, and then summarizes the strategy of brand marketing of small and medium-sized enterprises. Brand vision identification system and the key link of brand low cost marketing with product force as the core, as well as the strategy of realizing brand low cost marketing through fine marketing, brand marketing channel, promotion and integration of resources. In the expounding process, the theory and practice are connected by interspersing cases. The purpose of this paper is to construct a low cost marketing model for small and medium-sized enterprises, to make it a strategic method suitable for the brand marketing of small and medium-sized enterprises in our country, to guide the brand marketing practice of small and medium-sized enterprises, and to promote the sustainable development of small and medium-sized enterprises.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274

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