中小企业品牌建设探究英文版商务英语毕业论文.docx

1、中小企业品牌建设探究英文版商务英语毕业论文本 科 生 学 士 学 位 论 文中小企业品牌建设探究Research on Brand Construction of SMEsAbstractIn the economic environment of open market competition, the past price competition and quality competition are no longer the mainstream of the market. The competition of brands has become the main trend of

2、enterprise competition, and this is also the inevitable requirement of the development of the times. If enterprises want to stand in the market and achieve leap-forward development, the road to brand development is the key, especially for small and medium-sized enterprises. Due to the big market eco

3、nomy environment and the shortcomings of SMEs themselves, even if they realize the importance of brand, if they want to implement brand building, they will face certain difficulties in both theory and practice. Based on this, this paper will summarize and draw on the excellent arguments of predecess

4、ors, summarizing the relevant theories of SME brand building, and based on accurate data, dialectically analyzing the present situation and existing problems of SME brand building, and learn from Qingdao Jin Wang Group. Finally , through how to give brand value to achieve independent innovation bran

5、d and O2O diversified interactive innovation model to build brands and other aspects, the author put forward some constructive measures, hoping to provide new brand building inspiration and ideas for small and medium-sized enterprise.Keywords: SMEs; brand; brand building; brand innovation; competiti

6、veness摘要在开放市场竞争的经济大环境下，过去的价格竞争、质量竞争已不再是市场主流，品牌的较量已成为企业竞争的主要趋势，同时这也是时代发展的必然要求。企业若想要在市场中屹立不倒，实现跨越式发展，走品牌发展之路是关键，尤其是中小型企业。由于市场经济大环境和中小企业自身的不足，对中小型企业来说，即使已经意识到品牌的重要性，若要实施品牌建设无论是理论上还是实际操作中都面临着一定的困难。基于此，本文将通过总结和借鉴前人优秀论点，对中小企业品牌建设的相关理论进行综述，并依据准确数据，对中小企业品牌建设的现状和存在的问题进行辩证分析，借鉴青岛金王集团品牌战略的成功案例，最后通过如何赋予品牌价值来达到自

7、主创新品牌以及O2O多元化互动创新模式建设品牌等多方面，提出一些建设性对策措施，希望能为中小型企业品牌建设提供新灵感、新思路。关键词：中小企业；品牌；品牌建设；品牌创新；竞争力CONTENTS1. Introduction.12. A Summary of Relevant Theories on SMEs and Brand Building22.1 Definition of SMEs.22.2 Brand definition and value.32.2.1 Brand definition.32.2.2 Brand Value.42.3 The concept and signifi

8、cance of brand building.53. The status quo and problems of SME brand building.53.1 The status quo of SME brand building.53.2 Problems in the brand building of SMEs.73.2.1 Brand lacks positioning or positioning blur73.2.2 Lack of human resources, weak brand building.83.2.3 Brand communication path is

9、 single, resource integration ability is weak.84. Qingdao Jinwang Group Brand Building Success Story.84.1 Company Profile.84.2 Strategic Analysis of Brand Construction of Qingdao Jinwang Group.95. Suggestions on the strategy of SME brand construction.105.1 Improve brand awareness and clear brand pos

10、itioning105.2 Give brand value, independent brand innovation.115.3 O2O model and diversified interactive brand building.115.4 Strengthen the investment of human resources and standardize brand management.126. Conclusion.13Bibliography.13Acknowledgements.14Research on Brand Construction of SMEsAs the

11、 economies of the world gradually merge into one, countries encourage entrepreneurship. SMEs in all countries are developing rapidly. In the era of economic globalization, competition among enterprises has gradually risen from product quality competition and price competition to brand competition. A

12、 strong and comprehensive brand building strategy can not only effectively promote the rapid development of small and medium-sized enterprises, but also be a weapon to enhance the countrys economic status and competitiveness. However, for a long time, there are still many problems in the brand build

13、ing level of SMEs. The lack of long-term brand strategy awareness, inadequate brand building system, and inadequate brand management are all issues that need to be solved urgently.1、IntroductionAs we all know, in recent decades, the number of small and medium-sized enterprises in the world has been

14、increasing, involving a wide range of industries, and is an important part of the modern national economy. However, it is still struggling on the road to becoming a large-scale, well-known brand. The survival and development of small and medium-sized enterprises is generally not long-lasting. The ma

15、in reason is the long-term lack of world-renowned brands and mature company operating systems with international competitiveness. Today, with the market economy becoming more and more open, if SMEs want to stand up in the fierce market competition environment, perfect brand building is the only way

16、for enterprises to achieve success. Due to different government policies and regulations and market competition environment, SMEs need to consider various external factors when implementing brand strategy. In addition, the internal factors of small and medium-sized enterprises, such as small scale a

17、nd limited funds, are also ignored. How to effectively integrate resources and achieve breakthroughs is especially important for SMEs. A sound brand building strategy is a key factor in determining the survival and development of SMEs. In the context of economic globalization and increasingly fierce

18、 market competition, more and more companies are beginning to realize the importance of brands. However, how to shape brands and build well-known brands has always been a core issue for both countries and enterprises.This paper first introduces the definition of SMEs, which enables enterprises to ha

19、ve a better positioning for themselves, and then expounds the definition of brand and the value of brand and the significance of building brand, and then based on the data development status and existing problems of brand building. Conducting discussion and analysis, and drawing on the analysis of b

20、rand building by the successful case of Qingdao Jinwang Group Company, and finally put forward the countermeasures and measures for brand building.2. A Summary of Relevant Theories on SMEs and Brand Building2.1 Definition of SMEsFor the definition of SMEs, there is no single standard in all countrie

21、s of the world. Different countries have different market economic developments, and the economic development environment of small and medium-sized enterprises is different. Even in the same country or region, because the development of enterprises is dynamic, and the standards for defining SMEs in

22、different industries are different, it leads to the measurement of enterprises. There are many standards for large companies or small and medium enterprises. However, in order to enable enterprises to better grasp the market and differentiate the size of enterprises, most countries (80% or more) usu

23、ally define quantitative standards for SMEs, that is, measure the size of enterprises by a number of indicators, including employees. Quantity, industry type, annual turnover and other indicators.Chart 2.1 Large, medium and small microenterprise division criteriaSource: National Bureau of Statistics

24、, Sansheng Consulting2.2 Brand definition and value2.2.1 Brand definitionWhen understanding brand definitions, people tend to produce brands that are equivalent to misconceptions such as products, trademarks, and brand names. Brands are not limited to tangible elements such as trademarks, products a

25、nd names; at the same time, brands are also an intangible asset, more of a symbol of product value, but also corporate culture, business characteristics and consumer identity. Intangible elements. The author believes that the brand can understand the definition from the two promises three-dimensiona

26、l model. “Second promise” refers to the companys commitment to value and commitment to consumers. When a successful company builds a brand, it will make the brand promise to experience it in the consumers consumption, and deepen the consumers impression for a long time, which will be branded in the

27、mind of the consumer; form a commitment by committing to the public and persisting in fulfilling the promise. A unique brand. A good brand promise includes three aspects: a clear business positioning, the advantages of products and services, and the value it provides to customers. The third dimensio

28、n refers to the customer dimension, the competition dimension, and the enterprise dimension.(i) customer dimensionThe brand is at the core of satisfying the needs of customers, forming an interaction with customers and getting an influence from customers. From the customers point of view, always und

29、erstand and pay attention to changes in customer needs, and seize the customers unmet needs, and then make the right commitment and adhere to the commitment to meet consumer appeal and consumer recognition of the brand. For example, a delivery employees car broke down in the middle of the road. He b

30、orrowed a bicycle from someone else, tied the goods to his back with a rope, braved the heat and long-distance road, and rode for dozens of kilometers. Delivered the goods to the customer and completed the delivery mission. This is a commitment to the current mission, which not only captures the nee

31、ds of consumers, but also meets the core interests of consumers.(ii) competition dimensionBrands are distinguished from competitors. When a brand is not considered a well-known brand, it is extremely difficult to succeed in business. Brands are the process of buying products or services in peoples mind decisions. Customers buy a companys prod