中小企业品牌建设策略研究

摘  要
在全球化日益深入的今天，我们的市场竞争更是愈发的残酷。在这种经济全球化的大背景下，随着市场竞争的白热化，我们的市场竞争已经进入到了品牌竞争的时代，品牌也成为企业占领市场的重要工具。品牌已然成为了衡量一个企业、一个地区、乃至一个国家综合经济实力的重要标志。然而，目前我国企业的品牌影响力普遍较弱，如何去打造一个适合企业的的品牌，这成为了中小企业在市场上生存和发展壮大的重要课题。现在的市场竞争在某种程度上来说就是品牌的竞争，谁能够恰当的运用品牌战略，谁就可以赢得我们的市场。任何谋求长期可持续发展的企业都应该把品牌战略作为竞争的基本战略。本人论文的主要内容是：从市场竞争的要求和我们中小企业企业自身发展的必要性出发，分析了我国中小企业进行品牌建设的必要性和紧迫性；探讨了我国中小企业品牌建设存在的问题以及提出了本人的一些拙见。

关键词：品牌建设,意识,定位
ABSTRACT
Today, globalization is increasingly deepening, Our competition is all the more cruel .In this context of economic globalization, as market competition intensified, the market competition has entered the era of brand competition, and brand has become an important tool for companies dominate the market.The brand has become the measure of a company, a region, or even a country's comprehensive economic strength. However, the Chinese enterprises are generally weak in brand influence, How to create a brand for business, which has become the survival of SMEs in the market, and development of an important issue. Our enterprise market competition in some extent is brand competition, who can use the right brand strategy, anyone can win our market. Any company seeking long-term sustainable development of brand strategy must be to compete with the basic strategy. The main content of my thesis is Competing demands from the market and our small and medium enterprises need to start their own development, then do analysis the necessity and urgency of the brand building of SMEs in China, and explore the small and medium enterprises in China brand construction problems and made some of my humble opinion.

Key words: Brand Building,Awareness,Location

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