浙江省民营企业实施品牌战略的思考

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，浙江省民营企业企业要在全球范围的竞争中生存下去，必须重视品牌战略。很多民营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、缺乏创新、规模过小等。本文在对品牌战略相关基本概念解析的基础上分析了浙江省民营企业实施品牌战略的重要性，针对实施品牌战略中存在的问题提出了相关对策。具体而言，除引言外本文可以分为以下四部分：     第一部分：中小企业品牌战略相关概念解析。中小企业的概念、品牌的定义与构成、品牌战略的定义与目的     第二部分：浙江省民营企业实施品牌战略的必要性。浙江省民营企业要参与国内市场竞争，也只有实施品牌战略，才能增强企业的竞争力，在竞争中立于不败之地。     第三部分：浙江省民营企业实施品牌战略的现状及存在的问题。指出品牌定位不科学、做品牌重销量轻质量现象严重、将广告当成创品牌的唯一法宝、品牌缺乏核心价值、品牌缺乏整合规划等是当前中小企业品牌战略实施中存在的主要问题。

第四部分：浙江省民营企业实施品牌战略的对策。从品牌定位、品牌战略选择、品牌质量管理、品牌文化、品牌个性建立、品牌公关与延伸等方面就中小企业如何实施品牌战略提出了对策。   

关键词：中小企业；品牌；品牌战略

Abstract

With the coming of New Economic Era, market environment has been greatly changed. brand has become an important tool for enterprises to occupy the market. In the day of economy globalization, Zhejiang provience small and medium-sized enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a global competition.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, or small scale.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. say in detail, in addition to the preface this paper can be divided into the following four parts:

The first part：Analysis of the related conception of Small and medium-sized enterprise brand. Such as the definition of the Small and medium-sized enterprise, brand and it’s contents, the definition and purposes of the brand strategic. 

The second part: The necessity for small and medium-sized enterprise to carry out of the brand strategy. The small and medium-sized enterprise wants to participate the local market competition must carry out the brand strategy, which can strengthen the competition ability, getting a competing position.The third part: The current problems of the Small and medium-sized enterprise in carrying out the brand strategy. Point out that the wrong brand fixed position, strengthening sale quantity and lighting quantity, taking advertisement as the only weapon, lacking the core value and integration programming are the current problems existed in the Small and medium-sized enterprise in carrying out the brand strategy.

The Fourth part: The advice on carrying out brand strategy for the small and medium-sized enterprise. Put forward some advice from the position fixing of brand, the choosing of brand strategy, the quantity management of brand, brand culture, the establishment of brand character, the brand public relations and extension.    

Keywords: Small and medium-sized enterprise；Brand；Brand strategy.

目  录

1引言1

1.1中小企业品牌战略相关概念解析1

1.2中小企业的概念1

2浙江省民营企业实施品牌战略的必要性2

2.1中小企业要想发展必须推进品牌成长战略2

2.2我国市场已形成品牌竞争格局3

2.3实施品牌战略有利于中小企业建立现代企业文化3

3浙江省民营企业实施品牌战略的现状及存在的问题4

3.1品牌定位不科学4

3.2做品牌重销量轻质量现象严重4

3.3将广告当成创品牌的唯一法宝4

4浙江省民营企业实施品牌战略的对策5

4.1进行科学的品牌定位5

4.2确定最适合自己的品牌战略5

4.3重视品牌质量6

结  论7

参考文献8