论文部分内容阅读
随着市场经济的发展,企业之间的竞争已经由产品的竞争升级到品牌的竞争,但现实的情况是,占我国企业总数90%以上的中小企业由于产品缺少品牌知名度,往往在激烈的市场竞争中处于劣势。在经济全球化、产品同质化的今天,中小企业仅仅依靠质量、产品差异或价格战的经营策略已经很难维持企业的发展,中小企业要想获得大的发展,成长为有影响力的大企业,积极实施品牌战略、拥有具备竞争力的品牌是他们的必然选择。
With the development of market economy, the competition among enterprises has been upgraded from the competition of products to the competition of brands. However, the reality is that SMEs accounting for more than 90% of the total number of enterprises in our country often face fierce market due to lack of brand awareness At a disadvantage in competition. In the economic globalization and product homogeneity, small and medium-sized enterprises can hardly maintain the development of their enterprises by relying solely on the business strategies of quality, product differentiation or price war. For small and medium-sized enterprises to achieve large-scale development and grow into influential large Enterprises, the active implementation of brand strategy, have a competitive brand is their inevitable choice.