Research On The Brand Strategy Of Small And Medium-sized Enterprises Based On Trademark

SMEs play a decisive role in economical and social development in every country. After more than 30 years of breakneck reforming and opening up, nowdays, SMEs of our country has suffered great pain from transformation caused by below aspects:a.Energy, resources, environment are somhow equally restricted, and become more intensive.b.The traditional growth pattern we called three high and one low(high input, high consumption, high pollution, low efficiency) will not survive any longer.Under that background, more and more SMEs change their competitive strategies from quality, price, service to brand. Brand strategy has become an inevitable choice for SMEs. However, there are lots of problems SMEs needs to face when they process brand strategy, such as:consciousness of trademark registration, weakness of technological innovation and R & D capability, foreign trade mainly depend on OEM, poor marketing methods, inaccurate brand positioning, insufficient awareness of brand protection. These problems become increasingly " bottleneck " of SMEs, it will obstruct its own further development.This essay rely on SMEs'current reality in China, based on in-depth study of the trademark, brand, brand strategy and content of the theory, discusses what is the significance of processing brand strategy for SMEs, and provide feasible suggestions and solutions to SMEs when they implement it, that we know for sure will promote the rapid development of SMEs.We can find some Special features in this essay:establish a whole new brand strategy mode named " roulette model ", on basic theory of trademark, brand, brand positioning, brand extension, brand integration, brand internationalization and so on, this essay put forward " roulette model " of the implementation of SMEs of brand strategy, method and content, which can be expressed as clear development period-establish key tasks- make solid foundation-choose to implement the strategy of trademark. This paper takes Fujian Emax Electronics Co., Ltd as an example, to analyse present situation of the domestic brand of sports watches, present situation of brand strategy, the internal and external environment, then analysis the stage of development, brand positioning, brand foundation and implementation of strategy with using the " roulette model ". This essay also learn the experience from Xiaomi, Tencent to put forward safeguard operatable measures such as:the temely introduction of strategic investors, the construction of enterprise culture, integration of brand concept, perfect system of brand asset management.