成长中的中小型科技企业如何进行品牌建设  

How can the High-tech Small and Medium-sized Enterprises Carry out the Brand Construction

作　　者：刘传青[1] 

机构地区：[1]北京联合大学生物化学工程学院,北京100023

出　　处：《科技管理研究》2013年第3期111-114,共4页Science and Technology Management Research

摘　　要：采用规范研究与实证研究相结合的方法,提出中小型科技企业品牌建设可以从大处着眼,从小处着手,立足于长远规划,把品牌建设落实到日常经营活动中,通过以品牌规划指导销售实务、专注于产品和服务的质量、重视对知识产权的保护、适当的宣传和公关等途径实施品牌建设有形化。This paper adopts normative and empirical study, and puts forward that the enterprises can set up big pictures based on details, carry out long - term planning, apply the brand construction into daily activities, provide brand con- struction guidelines to sales practice, focus on the quality of products and service, attach importance to the protection of intellectual property rights, and improve the tangibility of brand based on the appropriate propaganda and public relations campaign.

关 键 词：企业管理 品牌建设有形化 规范研究 中小型科技企业 

分 类 号：F276.3[经济管理—企业管理] F276.3[经济管理—国民经济]