Cambodia Small And Medium Enterprise Brand Construction Research

Cambodia in calm, due to the active support of the national macro policy, small and medium enterprises in different stages of economic development in a variety of different forms to the rapid development. With the development of Kampuchea’s economy, the small and medium enterprises registered in Kampuchea in 2014.Home throughout the various industries, the production scale is also expanding, the production process has also made great progress. Small and medium-sized enterprises have become an indispensable part of Kampuchea’s economy, which has become an important force to promote the development of Kampuchea’s national economy, the main body of market economy and the promotion of social harmony.At present, with the globalization of economic development, enterprises are facing competition intensified, increasing homogenization of enterprise product, price, channel and sales promotion, between the small and medium-sized enterprise business competition has from the past simple product quality and service competition, gradually turned to a higher stage of brand competition, the brand has become a consumer choice for a product which is the important basis, has increasingly become the core resource of the enterprise. But in Cambodia, because the domestic market is not mature, the relevant legal imperfect, the small and medium-sized enterprise brand awareness is relatively weak, many small and medium-sized enterprises that create brand only large enterprises to do the thing, and has nothing to do ignore the market for effective segmentation or of the subdivision of the market, the lack of research, production and marketing still remain in the traditional product concept, concept of production or marketing idea and the cultivation of brand lacks strategic vision, attention more or short-term interests, resulting in enterprise technology innovation investment is insufficient, innovation consciousness is not strong. In addition, the brand building itself has a long cycle and large investment, and its output is relatively backward. It is precisely because of the brand and the interests of the short-term conflict makes many small and medium enterprises in the development of brand building, brand management and brand management and enhance the competitiveness of the brand. Therefore, in the face of fierce market competition, small and medium enterprises in Kampuchea want to survive and develop in the market competition, improve brand awareness, strengthen brand building is one of the fundamental conditions to solve the problem. This paper mainly focuses on the analysis and Research on the brand construction of the small and medium enterprises inKampuchea.This paper first analyzes the domestic and foreign related research of Kampuchea small and medium-sized enterprises to strengthen brand building, background and significance; secondly, to small and medium enterprises, the concept of brand, brand building related theory systematically; carries on the discussion of the third major brand building of small and medium enterprises in Kampuchea’s problems and reasons, research shows that the laws and regulations of Kampuchea small and medium-sized enterprise brand the construction of brand awareness, brand building in the lack of funds, lack of talent, product quality, brand related issues such as inadequate protection; the basic reference brand construction experience of foreign small and medium-sized enterprises in the analysis, the enterprise should strengthen the brand construction of learning from foreign enterprises and large enterprises cooperation in learning more knowledge and skills, strengthen quality supervision, accelerate innovation, at the same time, Kampuchea The government should provide more support to enterprises, improve the relevant laws and regulations and regulatory mechanisms, to provide a better business environment.Through the study of this paper, in order to provide a guide for Kampuchea SMEs to strengthen brand building, but also hope that other developing countries to strengthen brand building to provide a reference value.