中小企业品牌竞争力问题研究
发布时间：2019-06-12 05:26
【摘要】： 随着经济全球化的进一步推进和我国加入WTO,世界500强企业绝大多数都已进入中国市场,国际著名品牌也纷纷进入中国市场,中国企业已完全从国内竞争转向全球竞争,市场竞争已进入品牌竞争时代。 根据国家发展和改革委员会中小企业司统计,2006年,我国各类中小企业达4200万户,创造的最终产品和服务价值占全国GDP的60%,提供了75%以上的城镇就业岗位,商品出口占全国的68%,缴纳税金占全国的53%,完成了全国65%的发明专利和80%以上的新产品开发。中小企业的发展壮大对于大力发展生产力、缩小城乡差距和区域发展差距、促进社会充分就业、增加城乡居民收入,以及推进技术自主创新等方面正发挥着越来越重要的作用。但也应当看到,中小企业仍然面临着规模较小、融资难、增长方式粗放和市场竞争力不强等问题。面对强大国内外品牌的压力,中小企业要寻求长远发展、永续经营,不断提高品牌竞争力就成为必然要求。 传统理论诱导中小企业片面做大,盲目追求知名度,误导了中小企业的品牌决策;信息化与电子商务使中小企业品牌价值研究更具有现实意义,产业集群为中小企业品牌竞争力建设提供了新的平台。因此,笔者选取中小企业品牌竞争力问题研究为研究课题,旨在为中小企业提升品牌竞争力提供经验总结和理论参考。 本文首先对国内外关于品牌竞争力的研究动态进行了介绍,分析了中小企业的特征及品牌竞争力建设中存在的主要问题;在此基础上构建了品牌竞争力定性分析模型,并进行了实证研究。提出必须从技术、制度、文化三个层面,从品牌战略、企业文化、产业文化、政策环境、创新、品牌保护、质量与服务、信息化与电子商务、产业集群等九方面入手,采取有效措施,才能有效提升中小企业的品牌竞争力。
[Abstract]:With the further development of economic globalization and the fact that most of the top 500 enterprises after China's entry into WTO, have entered the Chinese market, the famous international brands have also entered the Chinese market one after another. Chinese enterprises have completely changed from domestic competition to global competition, and the market competition has entered the era of brand competition. According to the statistics of the Department of small and medium-sized Enterprises of the State Development and Reform Commission, in 2006, the number of small and medium-sized enterprises of all kinds in China reached 42 million, the final product and service value accounted for 60% of the national GDP, provided more than 75% of urban jobs, commodity exports accounted for 68% of the country, paid taxes accounted for 53% of the country, completed 65% of the country's invention patents and more than 80% of the new product development. The development and growth of small and medium-sized enterprises is playing a more and more important role in vigorously developing productive forces, narrowing the gap between urban and rural areas and regional development, promoting full social employment, increasing the income of urban and rural residents, and promoting independent technological innovation. However, it should also be noted that small and medium-sized enterprises are still faced with problems such as small scale, difficult financing, extensive growth mode and weak market competitiveness. In the face of the pressure of strong domestic and foreign brands, small and medium-sized enterprises should seek long-term development, sustainable management, and constantly improve brand competitiveness has become an inevitable requirement. The traditional theory leads small and medium-sized enterprises to be one-sided and blindly pursuing popularity, which misleads the brand decision of small and medium-sized enterprises. Information and e-commerce make the research of brand value of small and medium-sized enterprises more practical significance, and industrial clusters provide a new platform for the construction of brand competitiveness of small and medium-sized enterprises. Therefore, the author selects the brand competitiveness of small and medium-sized enterprises as the research topic, in order to provide experience summary and theoretical reference for small and medium-sized enterprises to enhance brand competitiveness. Firstly, this paper introduces the research trends of brand competitiveness at home and abroad, analyzes the characteristics of small and medium-sized enterprises and the main problems existing in the construction of brand competitiveness, and on this basis, constructs the qualitative analysis model of brand competitiveness, and carries on the empirical research. It is pointed out that effective measures must be taken from three aspects of technology, system and culture, such as brand strategy, corporate culture, industrial culture, policy environment, innovation, brand protection, quality and service, information and electronic commerce, industrial cluster and so on, in order to effectively enhance the brand competitiveness of small and medium-sized enterprises.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2497777
[Abstract]:With the further development of economic globalization and the fact that most of the top 500 enterprises after China's entry into WTO, have entered the Chinese market, the famous international brands have also entered the Chinese market one after another. Chinese enterprises have completely changed from domestic competition to global competition, and the market competition has entered the era of brand competition. According to the statistics of the Department of small and medium-sized Enterprises of the State Development and Reform Commission, in 2006, the number of small and medium-sized enterprises of all kinds in China reached 42 million, the final product and service value accounted for 60% of the national GDP, provided more than 75% of urban jobs, commodity exports accounted for 68% of the country, paid taxes accounted for 53% of the country, completed 65% of the country's invention patents and more than 80% of the new product development. The development and growth of small and medium-sized enterprises is playing a more and more important role in vigorously developing productive forces, narrowing the gap between urban and rural areas and regional development, promoting full social employment, increasing the income of urban and rural residents, and promoting independent technological innovation. However, it should also be noted that small and medium-sized enterprises are still faced with problems such as small scale, difficult financing, extensive growth mode and weak market competitiveness. In the face of the pressure of strong domestic and foreign brands, small and medium-sized enterprises should seek long-term development, sustainable management, and constantly improve brand competitiveness has become an inevitable requirement. The traditional theory leads small and medium-sized enterprises to be one-sided and blindly pursuing popularity, which misleads the brand decision of small and medium-sized enterprises. Information and e-commerce make the research of brand value of small and medium-sized enterprises more practical significance, and industrial clusters provide a new platform for the construction of brand competitiveness of small and medium-sized enterprises. Therefore, the author selects the brand competitiveness of small and medium-sized enterprises as the research topic, in order to provide experience summary and theoretical reference for small and medium-sized enterprises to enhance brand competitiveness. Firstly, this paper introduces the research trends of brand competitiveness at home and abroad, analyzes the characteristics of small and medium-sized enterprises and the main problems existing in the construction of brand competitiveness, and on this basis, constructs the qualitative analysis model of brand competitiveness, and carries on the empirical research. It is pointed out that effective measures must be taken from three aspects of technology, system and culture, such as brand strategy, corporate culture, industrial culture, policy environment, innovation, brand protection, quality and service, information and electronic commerce, industrial cluster and so on, in order to effectively enhance the brand competitiveness of small and medium-sized enterprises.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关期刊论文 前1条
1 王雨;;论我国中小企业品牌策略[J];现代商贸工业;2010年24期
相关硕士学位论文 前3条
1 尹春洁;中小型独立酒店的发展模式研究[D];中国海洋大学;2010年
2 张文;基于顾客价值的温州服装企业品牌竞争力研究[D];宁波大学;2011年
3 何家才;提升中国自主轿车品牌竞争力的跨国并购路径[D];东北财经大学;2011年
，本文编号：2497777
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