On The Brand Construction Of Small And Micro Enterprises And The Application Of New Media

Brand is an "intangible asset" and embodies "popularity". It is also the vital resources of the core competitiveness of an enterprise. To build up a brand successfully or not is the key to improve the competitiveness of an enterprise and to gain hefty markup. Brand can well illustrate and exploit the product performance and the nature of an enterprise. Besides, it also gives a reasonable discussion and conclusion of the enterprise’s operation principles. As the secret for the enterprise to survive, brand is the reason for an enterprise to keep on developing. Small and micro businesses represent the most violently emerging industry category in recent years in China, among which brand plays an important role. As the market tends to be mature, how the small and micro businesses obtain long-term development by building up their own brands becomes extremely significant and primary a guide for their development.The author samples Huainan Daohe Food Co., Ltd, and analyses its building-up of brand from the angle of the construction and spread of the brand of small and micro business. Starting from "how small and micro businesses come into being", combining with the conclusion drawn by the author from the research on participatory survey, the exploration of the content and the in-depth interviews, the author longs to find out what specialties and problems exist in the process of the construction and spreading of the brand of small and micro businesses; what elements influence and limit the construction of the brand; and, above all, what common problems small and micro businesses as "Huainan Daohe Food Co., Ltd" have. The dissertation develops from the following aspects:First of all, a brief discussion is given to the meaning and source of the topic of the construction of the brand of small and micro businesses, the research status domestic and abroad, the steps and ways of research. Second, from a macro angle, the development of small and micro businesses in China are discussed to make clear the exact connotation of small and micro businesses. Centering on the construction of the brand of small and micro businesses, the author discusses in details how small and micro businesses survive in the increasingly heat competition in the market. What’s more, through the analysis of the questionnaire investigation and in-depth interviews of Huainan Daohe Co., Ltd, the author tries to find out comprehensively the outstanding specialties and problems in the aspect of brand construction of this corporation, a representative of small and micro businesses, and thus put forward the solution. And then, From the above analysis of the relevant conclusions,the author takes a specific research object-Huainan Daohe Food Co., Ltd-as an example, to explore Daohe Corporation’s secrets by the two forms of local and inner visiting and to find out the relationship between these administrative principles and people’s livelihood news. Last, Combined with the wide use of new media era background, explore the new media of the existence of small micro enterprise brand construction in the process may encounter problems and the effects of potential.