新创企业提升企业品牌信任度策略研究——基于定制家具行业  

Research on strategies of new enterprises to enhance enterprise brand trust——Based on custom furniture industry

作　　者：孙瑞琦 Sun Ruiqi(School of Marxism,Sichuan Polytechnic University,Chengdu,611730)

机构地区：[1]四川工商学院马克思主义学院,四川成都611745

出　　处：《四川工商学院学术新视野》2023年第4期86-88,94,共4页Academic New Vision of Sichuan Technology and Business University

摘　　要：随着市场经济的稳定发展和国家“大众创业”的政策号召,新创企业不断涌现,逐步成为社会创新、经济发展的重要力量。然而,新创企业发展慢、投资回报期长和成功率低的问题也较为突出。品牌是企业战略中的重要元素之一,是产品在质量和信誉方面的独特身份。品牌能在激烈的市场竞争中带来强大的竞争优势和业绩回报。本文首先介绍了当下定制家具新创企业可持续发展面临的困境与难题,同时分析了品牌与品牌信任的作用,最终为从品牌信任角度为定制家具新创企业长远发展提出策略。With the steady development of the market economy and the national policy call for"mass entrepreneurship",new start-ups continue to emerge and gradually become an important force for social innovation and economic development.However,the problems of slow development,long return on investment and low success rate of new ventures are also prominent.Brand is one of the important elements of a company's strategy and is the unique identity of a product in terms of quality and reputation.The brand can bring strong competitive advantage and performance return in the fierce market competition.This paper first introduces the difficulties and problems facing the sustainable development of custom furniture startups,and analyzes the role of brand and brand trust,and finally puts forward strategies for the long-term development of custom furniture startups from the perspective of brand trust.

关 键 词：品牌 品牌信任 新创企业 

分 类 号：F426.82[经济管理—产业经济] F273.2