Research On Brand Positioning Strategy Of SMEs

The small-medium enterprises (SMEs) account for above 99% of the total amount of Chinese enterprises. It is an important support for our economic development. However, as many multinational corporations together with its strong brands to enter the domestic market after we getting into WTO, the more and more SMEs face pressure to survive. These SMEs were aware that it is imperative to create their own brand advantages and implement a brand strategy if they want to survive in the competitive market. The premise of implementing a brand strategy is to draw up a correct strategy for the enterprise. The current related theories about brand mostly take large enterprises and multinational companies as research object. However, there are many differences between big business enterprise and small-medium enterprise. We can't use the same theories on the SMEs. Then, how do the SMEs draw up the brand orientation strategy and implement it for themselves?Based on the above issues this text does some research about the brand orientation strategy of SMEs by using the methods of theoretical exploring and empirical research. First of all, we get the meaning of SMEs and on this basis propose the features about the SMEs such as single variety, awareness of building the brand orientation strategy etc.. Then, we do some research about the related theories of the brand orientation strategy of SMEs.The textual core lies in the establishment of the brand orientation strategy for the SMEs.We develop the strategy revolves around the three guiding ideologies of establishment of the strategy. The three guiding ideologies include understanding the development stage of the enterprises,the consideration of influence elements and making the process of the brand orientation strategy.Complying with the above guilding ideologies, in terms of the enterprise age , scale ,and growth rate ,dividing the development stage of SMEs into found stage ,growing stage , mature stage and waning stage.Reaching on the four stages , we know that SMEs making brand positioning strategy in the special stage,eg.found stage and mature stage .And what we found made a road for our following research with the different stage about SMEs.At first , SMEs need make sure of which develop stage do it in ,and in the foundation of that , with the different characteristics analysing the factors of brand positioning strategy, and make a suitable strategy for SMEs.We use product trait , brand trait , consumer needing trait and competing brand trait as the factors of brand positioning strategy, and researching the relationship of such factors in the found stage and mature stage , knowing that at the found stage we make product trait different positioning strategy or competing brand trait improved following positioning strategy, and at the mature stage of SMEs we making the brand trait focusing positioning strategy. The brand characteristic single-minded positioning strategy is refers to the enterprise to concentrate own superiority resources above the brand characteristic which most pays attention to the consumer, emphatically strengthens this brand characteristic the strategy.In order to make the brand positioning strategy which the enterprise formulates to have the procedural nature also the application is stronger , formulates the corresponding science brand positioning flow in view of the different brand positioning strategy is extremely essential . This article unifies SMEs the own resources and the ability condition, according to the market investigation and study, the market subdivides, sets a target the market, the formulation concrete brand positioning strategy logical order , has formulated the corresponding strategic implementation flow in view of the found stage and the mature stage brand positioning strategy.In the foundation of brand positioning strategy theory of SMEs ,making the plan design of brand positioning strategy for××the cosmetics company. Through the formulation brand positioning strategy, has directed the direction for this cosmetics company's product development and the marketing plan, caused the company to realize the resource focus and the mature stage adjustment, making the company to be second time to surmount.This article innovation mainly manifests in following several aspects:1st, with the characteristic of SMEs , proposed for the first time SMEs formulates the brand positioning strategy guiding ideology, namely the determination enterprise locates development stage, consideration enterprise brand positioning influence essential factor, formulation enterprise science brand positioning flow.2nd, combination the development stage theory with the brand positioning strategy of SMEs , and in terms of different develop stage make the suitable brand positioning strategy.3rd, useing product trait , brand trait , consumer needing trait and competing brand trait as the factors of brand positioning strategy, and researching the relationship of such factors in the found stage and mature stage , proposed the different brand positioning strategy.In a word, the theory of brand positioning strategy with SMEs, not only has enriched this domain fundamental research, but also has provided the beneficial reference and the suggestion to the enterpriser of SMEs .