The Restructuring, Marketing And Spreading Of Brand Names Of SMEs In Inner Mongolia

It is obvious to all that the advantages of its location and unique culture have promoted the economic development of Inner Mongolia where corresponding industry groups have formed. The specialty products that rely on the diverse natural and cultural resources have made outstanding achievements in the market in and out of the region. In dairy industry, catering industry, wine industry and livestock product processing industry, quite a number of nation-widely famous brands have appeared, such as Yili, Mengniu, Little Sheep, Small-Tailed Sheep, Erdos, etc. Their experience of developing the enterprises and building the brands can be used by other small and medium-sized enterprises for reference.During the 10th"Five-Year Plan"period, the economy of Inner Mongolia is developing efficiently and rapidly, and the government of the Autonomous Region is attaching much importance to the cultivation and development of self- created national brands. The contribution made by the famous brands to the economic indicators of the Autonomous Region has occupied half of the whole. The small and medium-sized enterprises are located in the twelve leagues and municipalities, dealing business in a number of industries and fields. They play an important role in stimulating economic growth, increasing employment opportunities and building a harmonious society.With China's accession into WTO, multinational companies in developed nations and their products of famous brands have been at our gate and some have already rushed into our market and occupied a lion's share of the market. The brands of the small and medium-sized enterprises in China including those enterprises in Inner Mongolia are not mature enough or even have not been established yet, so those enterprises are not able to compete with the multinational companies and are even likely to be elbowed out of the business at any moment.This thesis gives a detailed analysis of the misconceptions of some small and medium-sized enterprises in building and developing their brands, such as taking famous brands for quality brands, distorting the relationship between product and brand, substituting advertisement for branding, etc. and concludes that the branding strategy of the small and medium-sized enterprises should start with raising managers'awareness of the importance of brands.This thesis also discusses in details the foundations on which the small and medium-sized enterprises may implement the branding strategy, including solid product and market foundations, stable human resources and solid organizational foundation.In order to build their brands quickly, those small and medium-sized enterprises in Inner Mongolia should first establish the core value of a strong brand. The Branding Strategy Theory originated from the West where the market economy is highly developed, so those international enterprises are employing this strategy very skillfully. Under the pressure of fierce competition, the national enterprises must build their own brands as soon as possible; otherwise they will lose the ability to compete with those internationally famous brands. As for those enterprises in the Autonomous Region, especially those newly established enterprises, which are still in the stage of capital accumulation, it will be a mission impossible to build strong famous brands if not guided by a proper methodology. The successful building of a strong brand depends on the discovery of the brand's core value, and is made possible by the establishment of the brand's reputation in a broad sense, a distinct brand association and a suitable brand orientation.Branding takes time, and yet it is urgent. Only when the enterprise managers master the basic laws for branding can they make sure that their product wins the oncoming competition.