内蒙古地区中小企业品牌整合营销传播
发布时间：2018-12-15 19:45
【摘要】： 内蒙古的独特区位优势与特色文化对于内蒙古的经济推动是有目共睹的,并形成了相应的产业群落。诉诸于差异化的自然资源优势与文化优势的特色产品在区内外市场取得了不俗的表现。乳业、餐饮业、酒业、畜牧产品加工业都有了一批可以在全国叫响的品牌,伊利、蒙牛、小肥羊、小尾羊、鄂尔多斯等优秀企业背后的成长经历、关于品牌塑造的故事可以为后来者特别是中小企业所借鉴。 “十五”期间,内蒙古经济高效快速发展,自治区政府重视对自主民族品牌的培育和发展。驰名、著名商标所贡献的经济指标已经占据自治区经济的半壁江山。内蒙古中小企业遍布全区12个盟市,涉及各个行业多个领域,在拉动经济增长、扩大就业、建立和谐社会等方面发挥了重要作用。 随着中国的入世,发达国家的跨国公司的品牌产品都已经兵临城下,有些已经汹涌地进入市场甚至坐拥天下。而我国包括区内中小企业的品牌则尚未成熟或尚未建立,发展中的品牌产品与之竞争不是在同一水平和同一起跑线上,随时有折戟商海的可能。 本文详细分析了中小企业在发展品牌战略过程中存在的误区,如中小企业不能创品牌;名牌就等于品牌;曲解产品与品牌的关系;以广告宣传替代品牌塑造等等,指出中小企业品牌战略的发展必须从对品牌认识的提高开始。 本文并就中小企业实施品牌战略的基础做了详细的论述,包括扎实的产品基础、市场基础、有稳定的人力资源与组织基础等等。 内蒙古中小企业快速创建品牌首要的任务是快速创建强势品牌的核心。品牌战略理论来源于市场经济高度发达的西方,国外企业已经运用得十分熟练,随着更多国外品牌的进入,竞争越来越激烈,如果不能快速建立品牌,就意味失去与国际品牌竞争的资本。对于自治区内的企业,尤其是多数新兴的中小企业却还停留在原始积累阶段,如果没有一种适合的方法,摸着石头过河的话,创建强势品牌就要成为一种奢求了。创建强势品牌在于找到该品牌核心价值的品牌生命点。快速创建强势品牌的两个最基本保证在于建立广义的品牌知名度与建立鲜明的品牌联想,并寻找合适的品牌定位。 品牌塑造不可能一朝一夕完成,但品牌塑造又时不我待,只有掌握了品牌创建的规律,才可以在已经到来的品牌战中胜出。
[Abstract]:The unique location advantage and characteristic culture of Inner Mongolia are obvious to the economic promotion of Inner Mongolia and form the corresponding industrial community. The characteristic products, which appeal to the differentiation of natural resources and cultural advantages, have made a good performance in the market inside and outside the region. The dairy, catering, wine and livestock product processing industries all have a number of brands that can be called sound throughout the country. Yili, Mengniu, Little Fat Sheep, Little tail Sheep, Ordos and other outstanding enterprises have experienced growth behind them. The story about brand shaping can be used for reference by latecomers, especially small and medium-sized enterprises. During the Tenth Five-Year Plan period, Inner Mongolia's economy developed rapidly and the autonomous region government attached importance to the cultivation and development of autonomous national brands. Well-known, famous trademarks have contributed to the economic indicators of the autonomous region has occupied half of the economy. Small and medium-sized enterprises in Inner Mongolia are located in 12 cities in the whole region, involving many fields of various industries, which play an important role in stimulating economic growth, expanding employment and building a harmonious society. With China's accession to the WTO, the brand products of multinational companies in developed countries have been on the verge of war, some of them have already entered the market and even sat in the world. However, the brands in China, including the small and medium-sized enterprises in the region, are not mature or not yet established, and the developing brand products are not competing with them at the same level and at the same starting line. This paper analyzes in detail the misunderstanding existing in the process of developing brand strategy of small and medium-sized enterprises, such as small and medium-sized enterprises cannot create brand, famous brand is equal to brand, the relationship between product and brand is distorted, and the relationship between product and brand is distorted. It is pointed out that the development of brand strategy of small and medium-sized enterprises must begin with the improvement of brand awareness. This paper also discusses the foundation of brand strategy for small and medium-sized enterprises in detail, including solid product basis, market basis, stable human resources and organizational basis, and so on. Inner Mongolia small and medium-sized enterprises establish brand quickly the first task is to create the core of strong brand quickly. The theory of brand strategy comes from the western countries with a highly developed market economy. Foreign enterprises have already used it very skillfully. With the entry of more foreign brands, the competition becomes more and more fierce. If the brand cannot be established quickly, It means losing the capital to compete with international brands. For the autonomous region's enterprises, especially most of the emerging small and medium-sized enterprises are still in the primitive accumulation stage, if there is no suitable method, touch the stone to cross the river, the creation of a strong brand will become a luxury. Building a strong brand lies in finding the brand life point of the brand's core value. The two most basic guarantees for the rapid establishment of strong brands are to establish a broad sense of brand awareness and a clear brand association, and to find the appropriate brand positioning. Brand shaping can not be completed overnight, but brand shaping is not waiting for us. Only by mastering the law of brand creation, can we win the brand war that has arrived.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274
本文编号：2381190
[Abstract]:The unique location advantage and characteristic culture of Inner Mongolia are obvious to the economic promotion of Inner Mongolia and form the corresponding industrial community. The characteristic products, which appeal to the differentiation of natural resources and cultural advantages, have made a good performance in the market inside and outside the region. The dairy, catering, wine and livestock product processing industries all have a number of brands that can be called sound throughout the country. Yili, Mengniu, Little Fat Sheep, Little tail Sheep, Ordos and other outstanding enterprises have experienced growth behind them. The story about brand shaping can be used for reference by latecomers, especially small and medium-sized enterprises. During the Tenth Five-Year Plan period, Inner Mongolia's economy developed rapidly and the autonomous region government attached importance to the cultivation and development of autonomous national brands. Well-known, famous trademarks have contributed to the economic indicators of the autonomous region has occupied half of the economy. Small and medium-sized enterprises in Inner Mongolia are located in 12 cities in the whole region, involving many fields of various industries, which play an important role in stimulating economic growth, expanding employment and building a harmonious society. With China's accession to the WTO, the brand products of multinational companies in developed countries have been on the verge of war, some of them have already entered the market and even sat in the world. However, the brands in China, including the small and medium-sized enterprises in the region, are not mature or not yet established, and the developing brand products are not competing with them at the same level and at the same starting line. This paper analyzes in detail the misunderstanding existing in the process of developing brand strategy of small and medium-sized enterprises, such as small and medium-sized enterprises cannot create brand, famous brand is equal to brand, the relationship between product and brand is distorted, and the relationship between product and brand is distorted. It is pointed out that the development of brand strategy of small and medium-sized enterprises must begin with the improvement of brand awareness. This paper also discusses the foundation of brand strategy for small and medium-sized enterprises in detail, including solid product basis, market basis, stable human resources and organizational basis, and so on. Inner Mongolia small and medium-sized enterprises establish brand quickly the first task is to create the core of strong brand quickly. The theory of brand strategy comes from the western countries with a highly developed market economy. Foreign enterprises have already used it very skillfully. With the entry of more foreign brands, the competition becomes more and more fierce. If the brand cannot be established quickly, It means losing the capital to compete with international brands. For the autonomous region's enterprises, especially most of the emerging small and medium-sized enterprises are still in the primitive accumulation stage, if there is no suitable method, touch the stone to cross the river, the creation of a strong brand will become a luxury. Building a strong brand lies in finding the brand life point of the brand's core value. The two most basic guarantees for the rapid establishment of strong brands are to establish a broad sense of brand awareness and a clear brand association, and to find the appropriate brand positioning. Brand shaping can not be completed overnight, but brand shaping is not waiting for us. Only by mastering the law of brand creation, can we win the brand war that has arrived.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274
【引证文献】
相关硕士学位论文 前2条
1 况肖平;基于网络媒体的中小企业品牌传播效率研究[D];江西师范大学;2010年
2 王露;民族地区品牌创建探讨[D];中南民族大学;2011年
，本文编号：2381190
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