随着经济的迅速发展,中国经济爆发了巨大的需求,但是这些需求发生了结构性的变化,消费者变得更愿意为品牌买单,在国家相关政策的支持下,中小企业开始反思自己的创业过程,试着探索品牌之路。本文从中小企业品牌建设的瓶颈出发,探析了品牌、渠道与企业三者的关系,形成了基于销售渠道的品牌发展思路,并为中小企业的发展提出了品牌策略。 With the rapid economic development, China’s economy broke out huge demand, but these demands have undergone structural changes. Consumers become more willing to pay for the brand. With the support of relevant state policies, SMEs begin to reflect on their own businesses Process, trying to explore the brand’s road. Based on the bottleneck of brand building in small and medium-sized enterprises, this article explores the relationship between brands, channels and enterprises, forms a brand development strategy based on sales channels, and proposes a brand strategy for the development of SMEs.