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进入二十一世纪以来,全球经济一体化的进程不断加快,无论是依赖国内市场还是国外市场的企业都面临着越来越大的压力,行业内产品、服务、技术同质化现象越来越普遍,要想真正在市场竞争中立于不败之地,最有效最根本的方法就是进行品牌建设、在社会上塑造良好的品牌形象。作为规模较小的主体,中小企业更需要做好品牌建设,才能拥有强大的竞争优势。本文从中小企业品牌建设的概念入手,剖析当前国内中小企业品牌建设的状况,提出中小企业进行品牌建设的建议性措施,希望为广大中小企业的发展做出一定的指导。
Since the beginning of the 21st century, the process of global economic integration has been accelerating. All enterprises, whether relying on the domestic market or foreign markets, are under increasing pressure to increase the homogenization of products, services and technologies in the industry In general, in order to truly be invincible in market competition, the most effective and fundamental way is to build brand and create a good brand image in society. As a smaller entity, SMEs need more brand building in order to have a strong competitive advantage. This article starts with the concept of brand building for small and medium-sized enterprises, analyzes the status quo of brand building in domestic small and medium-sized enterprises, and proposes some suggestions for small and medium-sized enterprises to build brands. It hopes to give some guidance to the development of small and medium-sized enterprises.