在新媒体环境下,小微企业在品牌竞争激烈的环境中求生存谋发展日渐艰难。坚持低成本战略,充分整合、利用现有资源与人脉,有效进行品牌建设,是小微企业健康发展的关键。本文以兰芝堂为例,提出加强品牌意识,将品牌故事贯穿于始终;重视人才培养,设立一人多职的品牌管理团队;设计灵活多样的营销方案,根据自身条件,推出差异化营销模式:广义上通过产品差异化、服务差异化;狭义上将口碑营销、微博营销、微信营销加以组合,以谋求独特的品牌建设之路。本文希望通过这些建议,给小微企业管理者或正在创业的人们以启示。 In the new media environment, the development of small and micro enterprises seeking survival in a highly competitive environment has become increasingly difficult. It is the key to the healthy development of small and micro enterprises that adhering to a low-cost strategy, fully integrating and utilizing existing resources and networks and effectively carrying out brand building. This article takes Langetang as an example, proposes to strengthen the brand awareness, brand story throughout; attach importance to personnel training, the establishment of a multi-functional brand management team; design flexible and diverse marketing programs, according to their own conditions, the introduction of differentiated marketing model: generalized Through product differentiation, service differentiation; narrow sense of word of mouth marketing, Weibo marketing, WeChat marketing to be combined in order to seek a unique brand building. This article hopes that through these suggestions, to small and micro enterprise managers or entrepreneurs who are enlightenment.