A Multi-Case Study On The Paths,Contents And Elements Of Regional SME Brand Innovation

With the substantial improvement of living standards,the demand of consumption has shifted from the functional attributes to the cultural attributes,which means the brand is getting more and more important.SME,as the most normal economies in China,there are a lot of challenges.In recent years,SME payed more attention to brand building and management.Based on the professional study and literature research,combined with the project experience,and through standardized multi-case study methods,we found the paths,contents and elements of regional SME brand innovation,and put forward the regional SME brand innovation methods,shortcomings and countermeasures and other related conclusions.The main findings of this study are as follows:(1)The brand innovation of regional SME includes three levels: path,content and elements;(2)the path of innovation for regional SME is a complete process including reason,purpose,behavior and evaluation;(3)The reasons for brand innovation of regional SME include policy,market and strategic adjustment of enterprises;(4)The purpose of regional SME brand innovation includes the listing of new products and new business development,market expansion,channel development and promotion.(5)The main creative activities of SME:innovation of brand communication,innovation of brand distribution,etc.(6)The evaluation of regional SME brand innovation mainly includes the assessment of market share,profitability and sales volume.(7)regional SME brand innovation in each part corresponds to the key elements.The results of this article provided reference for regional SME in brand innovation activities,especially for case enterprises.Although this paper adopts the normative multi-case study method,due to the limited literature and case studies and the limited level of my research,there is still much room for improvement and extension of the research on this topic.