The Research On Strategy Of Brand Extending Of Small And Medium Enterprises

As the globalization of the market and China’s enter into WTO, the opening degree of the local market was increasing constantly. The structure and characteristics of market competition has being changed. The competition of business enterprise has headed for the brand of the product; the brand decides the competition position of the product; the brand marketing is the predominant factor in marketing and the brand emarketing represents the developing direction of the market.Base on the market economy and combines the actuality of small and medium-sized enterprises in our country, and studies the product brand of the business enterprise and the concept, theories and developing strategy of brand marketing, this paper points out that small and medium-sized enterprises is required to practice the brand marketing strategy. Menatime, it discusses the reality value of the small and medium-sized enterprises’brand marketing in our country and analyses its principles and marketing strategy. And this essay introduces importantly some key aspects in brand marketing of small and medium-sized enterprises:attaching importance to the customer relation management; abstracts brand’s core value; the strategy benefits alliance and internet terrace. These aspects will adapt to our country’s brand marketing strategy of small and medium-sized enterprises and increase the brand consciousness of small and medium-sized enterprises in our country and guide its brand marketing’s practices and promote the sustained development of small and medium-sized enterprises.The thesis indicates that the market’s main and predominance will benefit gradually to the domestic and international big business enterprise that have its one-up brand and small and medium-sized enterprises face the unprecedented difficulty and the pressure if they want to exist, develop and be strong. Small and medium-sized enterprises should put brand marketing into reasonable practice that make its products and marketing more and more individual and core competencies and thereby it can win the developing and successful chance.