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面对日趋激烈的国内外市场竞争,大的企业集团不断出现,它们凭借自身的规模和强大的实力,大多在市场竞争中占据主导地位。而众多中小企业因自身资源有限,在市场竞争中存在着明显的劣势。品牌共享战略已成为中小企业现实生存和未来发展的必需选择。品牌共享战略的特点品牌共享是指若干家企业,基于其生产的产品或提供的服务有某种相关性,共同使用同一品牌。如以生产小型仪表为中心,各种生产水表、电表、气表等产品的中小企业可共用一个品牌,以形成整体竞争优势。品牌共享具有以下特点:
Faced with increasingly fierce domestic and international market competition, large groups of enterprises continue to emerge. Most of them rely on their own scale and strength to dominate market competition. However, due to their limited resources, many SMEs have obvious disadvantages in market competition. Brand sharing strategy has become an indispensable choice for SMEs to survive and develop in the future. The characteristics of brand sharing strategy Brand sharing refers to a number of companies, based on their products or services provided by a certain relevance, the common use of the same brand. For instance, small and medium-sized enterprises (SMEs) that produce water meters, electricity meters and gas meters can share a single brand so as to form the overall competitive advantage. Brand sharing has the following characteristics: