我国中小企业品牌战略选择研究
发布时间：2018-11-09 16:09
【摘要】： 中小企业已进入战略制胜的时代,理论界有一种认识,即战略管理作为一个特定的研究领域,主要是针对大型企业的。这一点可反映在迄今为止,绝大多数关于战略管理的理论与实证研究基本上都是以大型企业为背景的。 然而,制定和实施品牌战略,对中小企业来说,同样是必要的。中小企业在国民经济中的重要性,中小企业的发展已经成为经济稳定增长的关键,中小企业作为国民经济中一支重要而活跃的力量,它对国家保持经济活力、创造就业机会、优化产业结构、增加出口创汇、提高效益、促进技术创新和增强竞争能力等等方面的贡献已为世人所公认。 品牌战略对我国中小企业而言,它代表了一种潜在的竞争力和活力能力,能为我国中小企业带来内在而持久的利益,所以品牌战略应成为我国中小企业发展的重要任务。品牌战略是通过品牌实力的积累,塑造良好的品牌形象,从而建立顾客忠诚度,形成品牌优势,通过品牌优势的维持和强化,最终实现创立名牌与发展名牌。品牌战略遵循最优化的管理、最优化的产品和亲密的客户关系。所以,我国中小企业适时引入品牌战略有着积极意义。 本论文研究的目的是从我国中小企业的实际出发,在深入研究品牌、品牌战略理论和内容的基础上,探讨我国中小企业实施品牌战略的重要性,探讨我国中小企业实施品牌战略的现状,为我国中小企业的品牌战略提出可行的建议和方案,以指导中小企业的品牌战略的实践活动,促进中小企业的发展。 本文共分为五章,具体如下:第一章是导言,主要阐述了论文研究的背景,目的和意义。第二章主要从我国中小企业不实行品牌战略的危害和实施品牌战略的意义、作用两个方面阐述了中小企业加强品牌战略管理的必要性。第三章主要分析中小企业与大企业在品牌战略在设计和推行上的区别。第四章,点评无品牌战略、贴牌生产战略、自创品牌战略、虚拟营销战略和品牌共享等五个中小企业常用品牌战略。第五章是本文的重点,在我国中小企业选择品牌战略的SWOT分析基础上,提出中小企业品牌战略选择在空间上和时间上的基本规律性。 本文的特色是在中小企业品牌战略选择中引入SWOT分析,分别就影响我国中小企业品牌战略的优势、劣势、机会和威胁四个因素进行了深刻的分析。 论文创新之处在于第五章中,在中小企业在时间上的品牌战略选择中,建立了时间一品牌选择模型,创造性的提出在不同的时间阶段有其相对应的品牌战略选择的规律性。在中小企业在空间上的品牌战略选择中,建立了空间品牌战略选择模型。最后在时间-空间战略相结合的基础上,提出了中小企业品牌战略选择的几点结论:首先,中小企业如果处于创业初期,实力不强,没有足够的资会实施品牌战略,因此,在空间上应该选择本地市场的品牌战略,在时间上应该选择无品牌战略,先图生存,再谋发展;其次,中小企业如果进入了发展中期,经过创业初期的积累,企业也具有一定实力,有一定的市场,资金也逐渐充裕,品牌战略选择在空间上应该选择区域市场战略,在时间上应该选择贴牌生产战略和品牌共享战略;最后,中小企业如果处于发展的顶峰,具有比较强的实力,在区域市场已经站稳脚跟,资金雄厚,用别人的品牌已经无法满足企业发展的需要,所以,中小企业在空间上应该选择全国市场或全球市场的名牌战略,在时间上选择自创品牌战略。
[Abstract]:As small and medium-sized enterprises have entered the era of strategic success, the theory circle has an understanding that strategic management is a specific field of research, mainly for large-scale enterprises. This can be reflected in the fact that the vast majority of theoretical and empirical studies on strategic management have been based largely on large-scale enterprises. However, the development and implementation of the brand strategy is the same for small and medium-sized enterprises" It is necessary. The importance of small and medium-sized enterprises in the national economy, the development of small and medium-sized enterprises has become the key to the stable growth of the economy, and the small and medium-sized enterprises, as an important and active force in the national economy, maintain the economic vitality of the state, create employment opportunities, optimize the industrial structure and increase The contribution of foreign exchange, improving benefit, promoting technological innovation and enhancing competitiveness has been the world As for small and medium-sized enterprises in our country, the brand strategy represents a potential competitive and dynamic capability, which can bring the inner and long-lasting benefits to the small and medium-sized enterprises in our country, so the brand strategy should be the medium and small of our country The key task of enterprise development. The brand strategy is to build a good brand image through the accumulation of brand power, so as to build the customer loyalty, to form the brand advantage, and to achieve the final realization through the maintenance and strengthening of the brand advantage. Create a famous brand and develop a famous brand. The brand strategy follows the optimized management and the optimized production Products and intimate customer relationships. So, our small and medium-sized enterprises are introduced in due course The purpose of this paper is to study the importance of the brand, brand strategy and content of small and medium-sized enterprises in our country, and to explore the importance of implementing the brand strategy in our country. In order to guide the brand strategy of the small and medium-sized enterprises, the present situation of the brand strategy of the small and medium-sized enterprises in the country is put forward, and the feasible suggestions and solutions are put forward for the brand strategy of the small and medium-sized enterprises in our country. Practice activities to promote the development of small and medium-sized enterprises. This paper is divided into five chapters. The first chapter is the introduction. The second chapter mainly expounds the background, purpose and significance of the research of the paper. The second chapter mainly discusses the harm of the brand strategy and the significance of the implementation of the brand strategy from the small and medium-sized enterprises in our country. The paper expounds the necessity of strengthening the brand strategy management of small and medium-sized enterprises, and the third chapter mainly analyzes the small and medium-sized enterprises The difference between the brand strategy and the design and implementation of the big enterprise. Chapter four, the review of the non-brand strategy, the label production strategy, the self-created brand strategy, the virtual marketing war The fifth chapter is the focus of this paper, on the basis of the SWOT analysis of the brand strategy of the small and medium-sized enterprises in our country, put forward the small and medium-sized enterprises The characteristic of this paper is to introduce the SWOT analysis in the choice of the brand strategy of the small and medium-sized enterprises, which will affect the brand strategy of the small and medium-sized enterprises in China. This paper analyzes the four factors of the advantages, disadvantages, opportunities and threats. The innovation of the paper is in the fifth chapter, in the choice of the brand strategy of the small and medium-sized enterprises in time, the time-one brand selection model is established. In this paper, the regularity of the choice of brand strategy is proposed in different time phases. On the basis of the combination of time-space strategy, the paper puts forward some conclusions on the choice of the brand strategy of small and medium-sized enterprises. When the fruit is in the early stage of the start-up, the strength is not strong, and there is not enough capital to implement the brand strategy. Therefore, the brand strategy of the local market should be selected in the space. In the time, the brand strategy should be selected, the survival and the development of the enterprise should be first carried out; secondly, if the medium-and-small-sized enterprises enter the development In the middle of the period, through the accumulation of the initial stage of the start-up, the enterprise also has a certain strength, with a certain market, the fund is also gradually abundant, the brand strategy chooses the regional market strategy in the space, the time should select the brand-to-label production strategy and the brand sharing strategy, and finally, the small and medium-sized enterprises such as The fruit is at the peak of development and has a strong power. In the region, the market has been stable, the fund is strong, and the brand of other people has not been able to meet the needs of the development of the enterprise, so the small and medium-sized enterprises should be in space
【学位授予单位】：贵州财经学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2320901
[Abstract]:As small and medium-sized enterprises have entered the era of strategic success, the theory circle has an understanding that strategic management is a specific field of research, mainly for large-scale enterprises. This can be reflected in the fact that the vast majority of theoretical and empirical studies on strategic management have been based largely on large-scale enterprises. However, the development and implementation of the brand strategy is the same for small and medium-sized enterprises" It is necessary. The importance of small and medium-sized enterprises in the national economy, the development of small and medium-sized enterprises has become the key to the stable growth of the economy, and the small and medium-sized enterprises, as an important and active force in the national economy, maintain the economic vitality of the state, create employment opportunities, optimize the industrial structure and increase The contribution of foreign exchange, improving benefit, promoting technological innovation and enhancing competitiveness has been the world As for small and medium-sized enterprises in our country, the brand strategy represents a potential competitive and dynamic capability, which can bring the inner and long-lasting benefits to the small and medium-sized enterprises in our country, so the brand strategy should be the medium and small of our country The key task of enterprise development. The brand strategy is to build a good brand image through the accumulation of brand power, so as to build the customer loyalty, to form the brand advantage, and to achieve the final realization through the maintenance and strengthening of the brand advantage. Create a famous brand and develop a famous brand. The brand strategy follows the optimized management and the optimized production Products and intimate customer relationships. So, our small and medium-sized enterprises are introduced in due course The purpose of this paper is to study the importance of the brand, brand strategy and content of small and medium-sized enterprises in our country, and to explore the importance of implementing the brand strategy in our country. In order to guide the brand strategy of the small and medium-sized enterprises, the present situation of the brand strategy of the small and medium-sized enterprises in the country is put forward, and the feasible suggestions and solutions are put forward for the brand strategy of the small and medium-sized enterprises in our country. Practice activities to promote the development of small and medium-sized enterprises. This paper is divided into five chapters. The first chapter is the introduction. The second chapter mainly expounds the background, purpose and significance of the research of the paper. The second chapter mainly discusses the harm of the brand strategy and the significance of the implementation of the brand strategy from the small and medium-sized enterprises in our country. The paper expounds the necessity of strengthening the brand strategy management of small and medium-sized enterprises, and the third chapter mainly analyzes the small and medium-sized enterprises The difference between the brand strategy and the design and implementation of the big enterprise. Chapter four, the review of the non-brand strategy, the label production strategy, the self-created brand strategy, the virtual marketing war The fifth chapter is the focus of this paper, on the basis of the SWOT analysis of the brand strategy of the small and medium-sized enterprises in our country, put forward the small and medium-sized enterprises The characteristic of this paper is to introduce the SWOT analysis in the choice of the brand strategy of the small and medium-sized enterprises, which will affect the brand strategy of the small and medium-sized enterprises in China. This paper analyzes the four factors of the advantages, disadvantages, opportunities and threats. The innovation of the paper is in the fifth chapter, in the choice of the brand strategy of the small and medium-sized enterprises in time, the time-one brand selection model is established. In this paper, the regularity of the choice of brand strategy is proposed in different time phases. On the basis of the combination of time-space strategy, the paper puts forward some conclusions on the choice of the brand strategy of small and medium-sized enterprises. When the fruit is in the early stage of the start-up, the strength is not strong, and there is not enough capital to implement the brand strategy. Therefore, the brand strategy of the local market should be selected in the space. In the time, the brand strategy should be selected, the survival and the development of the enterprise should be first carried out; secondly, if the medium-and-small-sized enterprises enter the development In the middle of the period, through the accumulation of the initial stage of the start-up, the enterprise also has a certain strength, with a certain market, the fund is also gradually abundant, the brand strategy chooses the regional market strategy in the space, the time should select the brand-to-label production strategy and the brand sharing strategy, and finally, the small and medium-sized enterprises such as The fruit is at the peak of development and has a strong power. In the region, the market has been stable, the fund is strong, and the brand of other people has not been able to meet the needs of the development of the enterprise, so the small and medium-sized enterprises should be in space
【学位授予单位】：贵州财经学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前1条
1 言晓俊;DT公司品牌战略研究[D];南昌大学;2011年
，本文编号：2320901
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