刍议我国中小企业品牌竞争战略  

Discussion of SME brand Competitive Strategy

作　　者：毕远军 

机构地区：[1]辽宁省东港市中小企业服务中心,辽宁东港118300

出　　处：《国家林业局管理干部学院学报》2013年第4期46-48,共3页State Academy of Forestry Administration Journal

摘　　要：我国中小企业要加强品牌竞争力建设,企业才能持续发展壮大。品牌竞争力包括品牌定位能力、品牌塑造能力、品牌延展能力和品牌增值能力。我国中小企业品牌竞争力存在着品牌理念缺失、管理人才匮乏、运营经验不足等问题。应采取以下品牌竞争战略:品牌共享;以品牌差异为着力点突出自身优势;多元化传播,打造品牌知名度;服务创新,质量至上;注重品牌保护,积极培养专业人才;履行品牌承诺,增强顾客购买信心。Strengthen the competitiveness of the brand-building is an important strategic to make China＇s SMEs keep growing and developing. Brand competitiveness aspects of construction including the ability to brand positioning, branding, brand extension and brand value-added capabilities. The existence questions at present in Brand Competitiveness of SMEs are lack of brand concept, management talent, operational experience and other defects. The following brand competitive strategy should be taken： brand share; brand differentiation as a focal point to highlight their strengths; diversified spread; build brand awareness; service innovation, quality first; focus on brand protection, actively training professionals; fulfill the brand promise, enhance customer purchase confidence.

关 键 词：中小企业 品牌竞争 战略 

分 类 号：F273.2[经济管理—企业管理]