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中小企业是市场经济的微观基础,要使自己的基业传承实现可持续发展,走品牌化道路之外别无选择。品牌聚焦理论更贴合中小企业资源匮乏的现实。本文就品牌聚焦是资源匮乏的中小企业发展瓶颈的突破口,品牌聚焦是开启消费者心智资源的法门,中小企业差异化的品牌聚焦定位模型等三个方面进行了论述,并就品牌聚焦定位模型做了详细分析。
Small and medium-sized enterprises (SMEs) are the micro-foundation of the market economy. There is no choice but to go beyond the branding process in order to achieve their sustainable development. The theory of brand focus more fit the reality of lack of resources for SMEs. In this paper, the brand focus is a breakthrough in the development bottleneck of resource-scarce SMEs, brand focus is to open up the consumer’s mental resource fame, SME differentiated brand focus positioning model and other three aspects were discussed, and the brand focus positioning model to do A detailed analysis.