基于生命周期理论的中小企业品牌创建—策略研究

发布时间：2018-04-26 17:22

本文选题：品牌 + 中小企业　；参考：《电子科技大学》2008年硕士论文

【摘要】： 进入到21世纪,数量占绝对优势的中小企业不仅是推动我国经济发展的主要动力,而且对繁荣和活跃全国市场发挥着举足轻重的作用。然而,随着国内市场竞争的加剧及跨国公司开拓中国市场的步伐加快,在资金、技术、管理及人力资源方面均处于劣势的中小企业,越来越凸现出一个重要的问题:没有品牌、没有强势品牌,便没有市场,一些企业虽能维持发展,但其利润率与品牌企业相比极其悬殊。面对更加激烈的市场竞争,本土的中小企业极其渴望打造一个个性鲜明、联想丰富、高威望、高价值感、高美誉度与忠诚度的强势大品牌,但现实是针对我国中小企业品牌创建的成型理论却一片空白,加上很多企业对于品牌的真正内涵及定义并没有清晰的了解就盲目引用,从而使一些企业付出了高昂的代价,品牌创建为此陷入误区。“做品牌找死,不做品牌等死”,针对中小企业品牌创建的两难境地,笔者通过对一些学术理论和中小企业的固有特点的研究,提出了基于生命周期理论的中小企业品牌创建策略,力求建立一种适合我国国情和中小企业实际的品牌塑造模式,从而促进我国中小企业健康的成长和发展。本论文共分五章。第一章为前言,主要描述了论文的研究背景、目的、意义、研究思路和方法;第二章主要是对品牌创建的有关理论进行了梳理,并简述了我国中小企业品牌创建的必要性;第三章的内容分四个层次:其一界定中小企业的概念并对其特性进行描述,其二回顾了我国中小企业的发展历程及现实状况,其三分析了我国中小企业品牌创建现状,其四借助生命周期理论分析归纳出我国中小企业生命周期特性;第四章是本文的重点,该章提出了基于企业生命周期理论的中小企业品牌创建策略,并分四节对处于不同生命周期的中小企业的品牌创建策略、适用条件、注意事项进行详细的阐述;第五章主要是通过运用基于生命周期理论的中小企业品牌创建策略,对百药品牌成长的案例进行分析,并提出品牌创建的启示。
[Abstract]:In the 21st century, the number of small and medium-sized enterprises with absolute advantage is not only the main driving force to promote the economic development of our country, but also plays an important role in the prosperity and vitality of the national market. However, with the intensification of competition in the domestic market and the accelerated pace of multinational companies to open up the Chinese market, SMEs, which are at a disadvantage in terms of capital, technology, management and human resources, have become increasingly exposed to an important problem: lack of brand name. Without a strong brand, there is no market. Some companies can maintain growth, but their profit margins are extremely different from brand companies. In the face of more fierce market competition, local small and medium-sized enterprises are eager to create a strong brand with distinctive personality, rich association, high prestige, high value, high reputation and loyalty. However, the reality is that the theory of forming the brand for the small and medium-sized enterprises in our country is blank. Moreover, many enterprises blindly cite the real connotation and definition of the brand without a clear understanding, which makes some enterprises pay a high price. Brand creation falls into a misunderstanding for this. "make brand search for death, do not do brand wait for death", aiming at the dilemma of brand establishment of small and medium-sized enterprises, the author studies some academic theories and the inherent characteristics of small and medium-sized enterprises. In order to promote the healthy growth and development of small and medium-sized enterprises in our country, this paper puts forward a brand building strategy based on life cycle theory in order to establish a brand shaping model suitable for our country's national conditions and the actual situation of small and medium-sized enterprises. This thesis is divided into five chapters. The first chapter is the foreword, mainly describes the research background, the purpose, the significance, the research thought and the method, the second chapter mainly has carried on the comb to the brand establishment related theory, and has outlined the our country small and medium-sized enterprise brand establishment necessity; The content of the third chapter is divided into four levels: first, define the concept of small and medium-sized enterprises and describe their characteristics, second, review the development of small and medium-sized enterprises in China and the actual situation, third, analyze the status quo of brand establishment of small and medium-sized enterprises in China. The fourth chapter summarizes the characteristics of the life cycle of small and medium-sized enterprises in China with the help of life cycle theory. The fourth chapter is the focus of this paper, which puts forward the strategy of building brand of small and medium-sized enterprises based on the theory of enterprise life cycle. And divided into four sections of small and medium-sized enterprises in different life cycle of the brand creation strategy, applicable conditions, matters needing attention in detail. Chapter five is mainly through the use of life-cycle theory of small and medium-sized enterprises brand creation strategy, This paper analyzes the case of the brand growth of Baiyao, and puts forward the inspiration of brand creation.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】