The Small And The Medium Enterprises That Build Brand And Research Strategy

With the globalization of economy, enterprises of internal sale type and export sale type are both confronting extremely fierce competition. Although in some industries advantages in scale have been achieved through quantity expansion, with the homogenization of product, technology, service and channel, littler diversity can be found in today's competition. So the kernel of maintaining competitive advantages should focus on the building and improvement of brand, thus strengthening brand competitive power and obtaining the unique advantage. In the era of economic globalization, it is not buildings and facilities but powerful brand that should be regarded the most precious wealth, because the future competition will concentrate on the competition of brand, particularly when enhancing the additional value and the high technology becoming a necessity after losing the advantages of cost and production. In the mean time, the building and improvement of brand is a major instrument of increasing additiontial value most, thus making it obviously an important issue to consider.Brand building has been widely regarded as an issue concering the giant enterprise only for a long period, for much difficulty the small and the medium enterprises will encounter no matter from the angle of theory or parctical practice. Moreover, most of the marketing theories available are developed for the giant enterprise, plusing that much difference exists between them, thus making those theories unfit for small and medium enterprises. So the author holds that it is necessary to work out some brand-building stretegies for the small and medium enterprises based on their own characters.Through the comprehensive case study, incorpration of domestic and overseas marketing theories as well as the analysis of characters of small and medium enterprises, the author discusses the background and the importance of the brand-building stretegy study; analyzes the current state, opportunities and possible errors in the process of brand-building;makes a thorough disscussion on the process of enterprise's brand-building and main stregeties, including brand orientation, brand expression, brand dissemination and brand administration and the like in brand-building. The thesis presents that the brand is a necessity for the realization of differentiation and brand-building can power the development of enterprises and form a convincible sign to consumers, thus constituting the reason for consumers to buy habitually as well as enrich enterprises or products with particular taste , social status even a variety of imaginations to increase enterprises' assets.Also presented in the thesis is that the brand-building is a sysmatic process which should be supported by proper strategies, for a proper strategy can be great beneficial to an enterprise. During the establishment of brand, an important matter is how to discover the kernel value in a brand and transfer the value precisely to inform consumers and make it acceptable to them, that is to find them reason to buy the products. If fail to inform consumers the value of the brand, one will find it is not possible to obtain recognition from consumers.So ,one of the thesis's purpose is to develop a set of practicable brand-building procedure to offer the middle and small enterprises for reference. And the thesis also aims to develop a brand-building strategy based on the key competitive value as its principle.