中小企业实施品牌战略的客观选择  

The Objective Selection of Middle-Small Enterprise for the Brand Strategy

作　　者：汪元群[1] 

机构地区：[1]武汉市经济管理干部学院

出　　处：《科技进步与对策》2003年第5期155-156,共2页Science & Technology Progress and Policy

摘　　要：与市场营销国限化相对应的品牌全球化,迫使众多企业实施品牌营销战略.然而,由于中小企业规模较小、资源困乏、人才欠缺、信息闭塞等客观条件限制,使得他们在实施品牌战略过程中,步履维艰.为此,探讨了中小企业应如何从客观条件出发,合理选择有效、可行的品牌战略,并给出相应的对策及建议.The brand globalism corresponding with the market business internationalism has forced many enterprises to carry out the brand business strategy.However,in the process of implementin brand strategy, the middle-small enterprises step hard due to some restricitons of objective conditions such as small-scale.inadequate resources, shortness of manpower, information unenlightened and so on.Therefore, Nowadays it is the most important task the middle-small enterprises must do how to select reasonably effectible and possible brand strategy based on the objective conditions they are facing.

关 键 词：中小企业 品牌战略 虚拟经营 共生营销 OEM 

分 类 号：F276.3[经济管理—企业管理] F274[经济管理—国民经济]