文档介绍：毕业论文
题目名称:我国中小企业品牌塑造
问题及对策研究
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2012年 06 月
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我国中小企业品牌塑造
问题及对策研究
SMEs’s problems of the brand
building and strategies
院系名称:
班级:
学号:
学生姓名:
指导教师:
2012年 06 月
摘要
作为中国经济体系的重要组成部分,中小企业发挥着不可替代的作用。我国中小企业数量已超过4000万户,占全国企业总数的99%以上,中小企业在繁荣经济、促进增长、扩大就业、推动创新等方面发挥着越来越重要的作用,已经成为推动中国经济社会持续发展的关键因素之一。但是中小企业的发展也面临很多问题,而这些问题制约着品牌化竞争道路上的中小企业。而本文将从中小企业及品牌塑造的理论概述入手,在阐释中小企业品牌现状的基础上,总结我国中小企业品牌塑造的现状表现,如品牌覆盖率低等。进而深入详细地阐释中小企业品牌塑造中存在的问题,这其中包含品牌规划运营管理的方方面面,同时还涉及到品牌塑造的效果评估,是一系列整体规范的模式探索研究,重点是剖析中小企业品牌塑造中涉及的品牌规划运营管理这部分。在全面剖析品牌塑造存在的问题的同时,提出有针对性有实践操作意义的对策,进而可以从企业微观层面入手对中小企业发展起到指导作用。
关键词:中小企业;品牌塑造;问题;对策
Abstract
As an important part of China's economic system,the small and medium-sized enterprise plays an irreplaceable role. SMEs in China has already more than 40 million, accounts for y - nine percent of the total of the enterprise, and SMEs are playing a more and more important role in the economic prosperity and promote growth and expanding employment and promote innovation, their have e one of the key factors in the promotion of China's economic and social sustainable development. But the SMEs’s development also face a lot of problems, and these problems prevents the road of SMEs’s branding petition. This paper will bring a introduction to the theory of SMEs and the brand building, then summarize of the SMEs brand building current situation which based on the interpretation of the present situation of the brand, such as the low brand coverage. And then it e to the further detailed interpretation of the SMEs’s brand building, the problems in this including some aspects of brand planning and operation management, but also related to the effect evaluation of the brand building, This study is a series of model exploration which is quite integral and normal, during this part what the key point is the analysis of the brand planning and brand operation and brand management which involved in the brand building of SMEs. Meanwhile, with prehensive an