文档介绍：自学考试本科毕业生
毕业论文
中小企业如何实施名牌战略
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二○年月
2 论文原创性声明
毕业论文原创性声明
本人郑重声明:所呈交毕业论文,是本人在指导教师的指导下,独立进行研究工作所取得的成果。除文中已经注明引用的内容外,本论文不包含任何其他人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体,均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担
论文作者签名: 年月日
3 中文摘要
摘要
当前,随着新经济时代的来临,市场环境发生了极大的变化,品牌己成为企业占领市场的重要工具。随着人民生活水平的提高,品牌的重要性越来越大。在经济全球化的今天,我国中小企业要在全球范围的竞争中生存下去,必须在战略的高度上重视品牌战略,品牌打造需要科学系统的管理方略,品牌管理是一项系统工程,涉及学科内容十分广泛,其管理活动特点兼具科学性与艺术性。而国内很多中小企业在品牌经营上仍有很多问题,存在着许多重大失误,如宣传策略不当、合资或联营不当、缺乏创新、丧失特色、规模过小等。如今中国市场品牌发展水平还处于初级阶段,很多国内的品牌可能一度名噪一时,但能够维持长久地位的却是少数,缺少“世界级”的品牌。本文在对品牌战略相关基本概念解析的基础上分析了我国中小企业实施品牌战略的重要性,针对我国中小企业企业在实施品牌战略中存在的问题提出了相关对策。
英文摘要
Abstract
With ing of New Economic Era, market environment has been greatly changed. brand has e an important tool for enterprises to occupy the market. With the improving of people's living standard, brand is ing more important. In the day of economy globalization, Chinese small and medium-sized enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a petition. it requires a scientific and systematic managerial stratagem, and the brand management is also a systematic project which refers to quite bride knowledge. The characteristic of brand management activity is that science bines with artistry. But problems raised by brand management are existed of our small and medium-sized enterprise, such as wrong sales promotion, absence of the new concept, losing character, or small scale. Because of the less international brand in China, the brand level in China market is still at a primary stage. This paper analyzes the importance of using
   brand strategy on foundation of introducing the basic conception of brand strategy, putting forward some advice aimed at the problems existed in the current situation.
Keywords: Small and medium-sized enterprise;Brand;Brand strategy