Sme Brand Building Based On The Life Cycle Theory - Strategy

Entered the 21st century, SME(ssmall and medium-sized enterprises),which have absolute superiority in the number, not only became the main driving force in promoting China's economic development,but also grew up a decisive role to the prosperity and active market.However,with the intensifying competition in domestic market and multinational companies accelerating in opening up China's market, there is the important issues showed for SMEs with a disadvantage in capital, technology, management and human resources: no brand, no stronger brand, there will be no market. although some enterprises are able to sustain development, its corporate profit margins is extremely poor in comparison with brand enterprises. Facing more intense competition, local SMEs is extremely eager to establish a strong brand with a distinct personality,rich imagination,high-prestige,high-value sense of loyalty and high reputation, but the reality is that formed theories to brand building for the SMEs is a blank. Some enterprises, which are the absence of a clear understanding to the real content and definition of brand building, suffered heavy losses for blindly invoking those theories. So there are many problems of brand building in SMEs widely."Building brand means facing death, and not building brand means waiting for death". For SMEs brand building a difficult dilemma, the author found the brand building model based on the life-cycle theory for SMEs through researching to some academic theory and the inherent characteristics of the SME, so as to establish branding mode under China's conditions and promote China's SME healthy growth and development.This paper consists of five chapters as follow: chapter one is the foreword, described the research background and purpose and significance and research ideas and methods of this paper. Chapter two mainly summarized the theory related to the brand building, and outlined China's SMEs need to building brand. Chapter three's contents is divided into four levels: first, to define the concept of SMEs and descript their characteristics; second, reviewed the course of development and the situation of SMEs in china; third, analyzed the SMEs'status to build brand ; fourth, with life-cycle theory, analyzed and summarized the Characteristics of the life cycle of SMEs in China. Chapter four is the focus of this paper, this chapter introduced the mode of SMEs brand building based on the corporation lifecycle, and described strategy and conditions and problem in detail in brand building. Chapter five pointed out inspiration to create brand through the case of the development of"Baiyao"brand with the SMEs brand building strategy model.