Research On The Brand Growth Path Of SMEs Based On Brand Competitiveness

At present,the number of small and medium-sized enterprises has increased to 99% in China,which has already reached 42 million,and they have made great contributions to the development of national economy,creating more than 50% of the state finance tax,more than 80% of the social employment and 60% of GDP.Obviously,the development of small and medium-sized enterprises plays a vital role in the development of China’s economy,such as in promoting economic development,increasing social employment,raising people’s income,improving the quality of daily life and etc.With the market competition more violent,the consumer’s consumption concept has changed,the brand has become an important tool for enterprises to gain market share and profit,otherwise,enterprises can be difficult to survive in the market.Although part of small and medium-sized enterprises in China have realized the importance of the brand,however,brand building is still weak in small scale enterprises due to the lack of fund,the shortage of resources,less investment in building brand.So brand building has become a key point for the development of small and medium enterprises.Small and medium enterprises should not only recognize the importance of the brand,but also to learn how to create a brand under the circumstance of limited resource in China.Based on the analysis of the brand competitiveness and driving factors,this paper makes an innovative and exploratory study on the growth path of small and medium-sized enterprises.The main content is to analyze the effect of each index in brand competitiveness of small and medium-sized enterprises,as well as the boosting effect for the brand growth,combined with a variety of successful experiences,thus summing up one applicable growth path of SMEs based on brand competitiveness,and construct a whole set of reasonable practical implementation strategy on brand growth.Take Tan’s carpenter as an example,summarizes both the effectiveness and feasibility of the brand competitiveness theory in promoting the development of small and medium-sized enterprises.