淺論我國(guó)中小企業(yè)發(fā)展過(guò)程中的品牌建設(shè)
21頁(yè) 1.7萬(wàn)字

摘要：

隨著我國(guó)加入WTO之后外企的大量涌入，和市場(chǎng)經(jīng)濟(jì)體制改革的進(jìn)一步深化，國(guó)內(nèi)市場(chǎng)競(jìng)爭(zhēng)更加激烈。在現(xiàn)代營(yíng)銷(xiāo)環(huán)境和企業(yè)制度下尋求更有效、更快捷的企業(yè)發(fā)展道路已成為眾多本土中小型企業(yè)發(fā)展中所面臨的課題。本文從WTO貿(mào)易保護(hù)期結(jié)束之后，競(jìng)爭(zhēng)的加劇對(duì)我國(guó)中小型企業(yè)發(fā)展造成更大的壓力的情況入手，總結(jié)了中小型企業(yè)的發(fā)展現(xiàn)狀和面臨的競(jìng)爭(zhēng)壓力,并對(duì)中小型企業(yè)進(jìn)行品牌建設(shè)的的現(xiàn)狀和重要性進(jìn)行了分析。然后具體對(duì)中小型企業(yè)進(jìn)行品牌建設(shè)的策略分析部分、企業(yè)品牌管理措施部分進(jìn)行了詳細(xì)闡述,最后對(duì)中小型企業(yè)品牌建設(shè)國(guó)際化道路進(jìn)行了前瞻。
關(guān)鍵詞：中小型企業(yè)的品牌建設(shè)現(xiàn)狀和重要性；策略

A Preliminary Discussion on Brand Construction in Our Country’s Middle and Small Enterprises’ Progress


Abstract: After China’s joining into the WTO, more and more foreign companies are swarming into China. At the same time, along with the deepened reform of market economic system, the competition in our country has been keen. During developing , most native companies face the problem that how to find a more efficiency and faster way under modern marketing environment and the enterprise system. The article begins from the end of WTO commerce protect period that the increasing competition made more pressure on small medium enterprises in our country. It also summarizes their developing actuality and the competition pressure. It analyses the importance and current situation of brand construction of small medium enterprises, expatiated the strategy and the management of the enterprises’ brand. At last, the author prospected and discussed the middle and small enterprises’ brand construction in international business.
Key words: The actuality and importance of middle and small enterprises’ brand construction’s; The Strategy.

目 錄
摘要 1
Abstract . 1
引言 2
1中小型企業(yè)進(jìn)行品牌建設(shè)的重要性 3
2中小型企業(yè)進(jìn)行品牌建設(shè)的策略分析 5
2．1品牌創(chuàng)立初期 5
2．2發(fā)展階段 7
2．3品牌戰(zhàn)略選擇 11
3中小型企業(yè)品牌管理和企業(yè)發(fā)展 12
3．1品牌定位 12
3．2公關(guān)危機(jī) 14
4中小型企業(yè)品牌建設(shè)國(guó)際化道路前瞻 17
結(jié)語(yǔ) 18
參考文獻(xiàn) 19
致謝 19

參考文獻(xiàn)：

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