浅析民营中小企业品牌战略选择的困境与对策  

The Obstruction and its Countermeasure for the Small-Medium Size Private Company in the Option of Brand Strategy

作　　者：葛波军[1] 

机构地区：[1]曲阜师范大学经济学院,山东曲阜276826

出　　处：《山东商业职业技术学院学报》2006年第5期24-29,共6页Journal of Shandong Institute of Commerce and Technology

摘　　要：随着竞争的日益激烈,品牌日益成为企业的核心资源。不同企业的同类产品在质量、性能、成本方面会变得极为相近,企业越来越难以凭借质量、成本优势取得竞争优势,企业间的竞争已从价格竞争、技术竞争进入了品牌竞争阶段。通过分析民营中小企业在品牌战略上的机会和风险以及运行基础,来判断是否选择品牌战略和如何选择品牌战略。With the furious competition, brand has become the core resource increasingly for a company. The quality, capability and cost have become very similar in the same kind of products for different enterprises. It becomes more and more difficult for the organization to acquire competitive predominance only with quality and cost because the competition among corporations has shifted from the price and technology into the stage of brand race. It＇ s better way to analyze the brand strategic chances and challenges of small and medium - sized private enterprises to judge whether or not choose brand strategy and how to do it.

关 键 词：民营中小企业 品牌 困境 对策 

分 类 号：F121.23[经济管理—世界经济]