电子商务环境下我国中小企业品牌建设研究

发布时间：2018-06-24 21:44

本文选题：电子商务 + 中小企业　；参考：《湖南科技大学》2017年硕士论文

【摘要】：随着市场竞争越来越激烈,品牌建设已经成为我国中小企业占据市场有利位置的重要法宝。品牌可以通过提升消费者的忠诚度,使企业市场份额快速增长。品牌是中小企业赖以生存与发展的关键,成功的品牌建设能够促进我国中小企业保持持续发展。电子商务经过二十余年的发展,为我国中小企业品牌建设开辟了新的道路,带来了广阔的市场前景。从当前来看,我国中小企业在品牌建设方面的品牌竞争压力较大,因此,对我国中小企业的品牌建设进行深入研究是很有必要的。本文采取的研究方法主要有两种,首先是文献法,通过借鉴前人对品牌建设的相关理论与结论,对我国中小企业品牌建设的发展现状与存在的问题进行分析;其次是问卷调查法,本研究采取网络随机投放方式发放调查问卷,总共发放问卷400份,回收326份,对所得数据进行了分析;最后是实证分析法,得到相关实证结论和对策,为我国中小企业品牌建设提供值得借鉴的经验与启发。本文首先对前人的相关理论和研究成果进行了整体的综述,通过对电子商务的发展现状,阐述了电子商务为我国中小企业所带来的机遇,比较了电子商务相对传统商务的优势与特点,通过问卷调查真实有效的数据,深入分析电子商务环境下我国中小企业品牌建设的发展现状以及存在的问题,并分析了中小企业品牌建设的影响因素;设计和发放调查问卷,整理搜集到的问卷数据,运用SPSS22.0软件实证检验品牌定位、品牌策划、品牌传播、品牌延伸与品牌竞争力的关系,认为建立品牌管理部门、设立专门的品牌经理、品牌建设状况的监督同时进行,能够最大限度的发挥品牌组织管理对品牌竞争力的积极作用;最终,提出电子商务环境下我国中小企业品牌建设的路径与对策建议。本文希望通过电子商务环境所产生的新特点为我国中小企业所带来的机遇与挑战进行分析研究,努力为我国中小企业在进行品牌建设提出一些可行的意见与建议。
[Abstract]:With the market competition becoming more and more fierce, brand building has become an important magic weapon for SMEs to occupy a favorable position in the market. Brands can increase their market share by increasing consumer loyalty. Brand is the key to the survival and development of SMEs. Successful brand building can promote the sustainable development of SMEs in China. After more than 20 years' development, E-commerce has opened up a new way for the brand construction of small and medium-sized enterprises in China, and has brought broad market prospect. From the current point of view, the brand competition pressure of the small and medium-sized enterprises in our country is great, therefore, it is necessary to study the brand construction of the small and medium-sized enterprises in our country. There are two main research methods adopted in this paper. Firstly, the literature method is used to analyze the current situation and existing problems of the brand construction of small and medium-sized enterprises in China by referring to the related theories and conclusions of the predecessors. The second is questionnaire survey, this research adopts the network random delivery method to distribute the questionnaire, altogether distributes 400 questionnaires, returns 326, has carried on the analysis to the obtained data; finally is the empirical analysis method, obtains the correlation empirical conclusion and the countermeasure. For our country small and medium-sized enterprise brand construction provides the experience which is worth drawing lessons from and enlightens. Firstly, this paper summarizes the related theories and research results of predecessors, and expounds the opportunities that electronic commerce brings to small and medium-sized enterprises of our country through the development of electronic commerce. This paper compares the advantages and characteristics of electronic commerce relative to traditional commerce, analyzes the current situation and existing problems of brand building of small and medium-sized enterprises in China under the environment of electronic commerce through questionnaire survey, which is true and effective. It also analyzes the influencing factors of brand construction in small and medium-sized enterprises, designs and issues questionnaires, collates the collected questionnaire data, and uses SPSS22.0 software to empirically test the relationship between brand positioning, brand planning, brand communication, brand extension and brand competitiveness. It is believed that the establishment of a brand management department, the establishment of a special brand manager and the simultaneous supervision of the brand construction situation can maximize the positive effect of brand organization management on the brand competitiveness; finally, This paper puts forward the path and countermeasures of brand building of small and medium-sized enterprises in China under the environment of e-commerce. This paper hopes to analyze and study the opportunities and challenges of the small and medium-sized enterprises in our country through the new characteristics of the electronic commerce environment, and try to put forward some feasible opinions and suggestions for the brand building of the small and medium-sized enterprises in our country.
【学位授予单位】：湖南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F276.3;F273.2

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