The Research On The Brand Competition Of Small And Medium Enterprises

With the developing of the globalization and China joining WTO, most of the Top 500 companies in the world have been entering the China market. Some international brands land in China as well. As a result, the competition for the Chinese enterprises has been shifting from china to the world. The times of marketing competition is coming.According to the record by the government, the number of SME in China reached 42 million in 2006. The production from SME occupied 60% of the total GDP and supplied more than 75% of the total working opportunities in the urban. The SME,s exportation accounted for 68% of the total, and the taxation is 53%. Besides, the SMEs accomplished 65% patent of the total and more than 80% R&D of new products. The development of the SMEs has active impacts on productivity force, reducing the disparity between city and countryside, shortening the distance among regions. Also, it can enhance the employment, increase the income for people and boost the technology innovation independently. However, the SMEs are facing with the problems such as small scale, and weak market competition. And the SMEs undertake the pressure from the strong brand competition formed inside and outside. It requires the SMEs to seek a way for long-term developing and continuous operating and to strengthen the brand competition. The traditional theory induces the SME blindly to seek for lager scale and more popularity. It has misled the brand decision-making of SME. The informationization and electronic commerce cause the research of SME brand value to have the practical significance. The industrial cluster has provided the new platform for the construction of SME brand competitive power. Therefore, the author selects the brand competence of SMEs as the topic to forward some opinions for the enhancement of brand competence.In this article, firstly, it introduces the research tendency of domestic and foreign brand competitive power. Then analyze the main problem in the SMEs'brand competition. Later, analyze it with fuzzy mathematical model and the qualitative analysis model. Then make a deep analysis among the problems existed through investigation and comparison research. It concludes that the measures must be taken from technology, system and culture to promote the brand competition ability of SMEs. The SME should pay close attention to brand strategy, enterprise culture, industrial culture, policy environment, innovation, brand protection, quality and service, informationization and electronic commerce, industrial colony, to enhance the competitive power.