-based Enterprise Resource On Sme Brand Building Model

Nowadays, there are more than 42,000,000 smal1 and medium—sized enterprises(SEMs) in China,which have become important strength for national economy construction. But facing fiercer market competition and consumer's changing convention,brand turn to be an important tool for companies to obtain market share and profit. It's hard for companies to survive without brand. Though Chinese SEMs get to be aware of the importance of brand, they are not successful in building their own brands because of they are lacking for capital, resources, capable personnels and other reasons. However it's not enough for Chinese SEMs to know the importance of brand,they should learn to build their brand with limited resources.In this thesis, the building of brand of domestic SEMs is researched creatively depending on analysis of the Resource-Based Theory of the Firm(RBT). The main contents are as follows:1.To analyze in detail the definition of SEMs internationally and domestically, and summarize the born in characteristics of Chinese SEMs.2. To analyze in detail international and domestic theories of brand building, and make a conclusion about the present status in of Chinese SEMs.3. To put forward a mode for SEMs brand building based on deeply research of RBT and present status building and characteristics of Chinese SEMs. Furthermore, a collection of strategies about brand building is carried out reasonably and realistically.4. Finally, to check the feasibility and effiency of the mode for SEMs brand building by analizing Cheery's Case, and a conclusion is made to my research.