Smes In China Brand Positioning Study

The brand positioning is the foundation and the core content of brand strategy, also the foundation and the guarantee that establishes the brand. So-called brand fixed position is that the enterprise sets up an explicitly image which is different from others and meet the consumer demand in the market so as to capture a beneficial position in latent consumer heart.There are numerous of small- and medium-sized enterprises(SMEs) in china. But in the time, which approaches in the brand competition, most of them are more vacant, lacking the brand strategy , especially in the aspect of brand positioning. The brand positioning importance is neglected;positioning is not exact or;positioning is similar. The distinctive brand, which is full of abundant imagination, high prestige, high good reputation degree and high loyalty, has not been created. These questions seriously affected and restricted the growth and the long term development of the SMEs. Based on the reality in question, this article intends to seeks the scientific reasonable plan and the countermeasure, in order to solve effectively the brand positioning question of SMEs and provide the beneficial reference and the suggestion for the operators of the SMEs.On the base of collecting the extensive document and materials of the brand positions, this paper mainly analysis detailedly the brand positioning in the aspect of the SMEs enterprise. I have applied the method that combines theory and practice to elaborate the problem in the contents. In addition to summarizing the character of the brand competition and the theory of the brand location, putting forward the method and strategy about the brand location of the SMEs enterprise. It is innovative and groping about the problem how to develop the brand positioning in the environment of net competition at present.The full text is divided into six chapters.The first chapter is the introduction, introduces the significance and mentality of the selected topic;The second chapter is the SMEs positioning theory summary, mainly elaborates the SMEs brand positioning elementary theory;The third chapter is the SMEs brand positioning present situation and the question, analysis current SMEs brand positioning present situation and the existence question;The fourth chapter is the SMEs brand positioning plan design, has constructed the brand positioning strategy frame;The fifth chapter is the SMEs brand positioning implementation;The sixth chapter mainly discusses the development question of the SMEs brand positioning under the new economical situation, analyzed the SMEs brand how to posit under the network environment. Through the above several parts of contents discussions, this article has carried on the elaboration and the generalized analysis to the SMEs brand positioning question, thus further has consummated the SMEs brand positioning theory.