Research On Brand Marketing Strategy Of SMEs

In recent years, with the development of economy, medium-sized and small enterprises speed up faster than any time in our country. But it is easy for the medium-sized and small enterprises to exist with short life and disappear. According to the statistics, they can exist in the market for only three or five years on average, or even shorter time. At the same time, they account for the indispensable parts in the following aspects: to boost the marketing economy, to satisfy the social demand, to resolve employment, to research and develop new products, to boost the development of national economy, etc. Especially when the global economy is heavily influenced by the financial crisis, some experts and scholars suggest that we must focus more on the development of the medium-sized and small enterprises in order to resolve employment. Therefore, to improve the competitiveness of the medium-sized and small enterprises, and to boost the development of them, is the necessary thing for the sustainable development of the social economy. So, what is the medium-sized and small enterprises should do to face up with all kinds of difficulties and challenges? The effective strategy is to exert the brand marketing.Nowadays, the number of the medium-sized and small enterprises contributes to 99% in our enterprises, and the value, which the medium-sized and small enterprises have created in the aspects of terminal products and services in 2008, takes up more than 50% in the GNP. On the other hand, generally, the brand influence of the medium-sized and small enterprises is always small, and also, some medium-sized and small enterprises still hold the opinion that the strategy of brand is not their business but the business of the larger enterprises. Because their scales are always not-large, they only need to take up some parts of market. Actually, it is impossible to hold the certain market stably without the strong brand's support. which means, the sustainable development of enterprises must be based on the brand, no brand, no enterprise .The medium-sized and small enterprises can avoid the short-term-life phenomenon and be always successful, only if they have the strong brand's support .So it's necessary to pay more attention to the brand for the enterprises .As far as the situation of our medium-sized and small enterprises is concerned, it's the most important thing that how to improve the brand by the square. This paper, which based on the situation of the brand about the medium-sized and small enterprises, is attempted to analyze all possible problems and reasons in the aspect of the brand building .so that, how to exert the strategy of brand scientifically among our medium-sized and small enterprises is discussed deeply, in order to adapt the fierce competition of the market.