中小企业品牌建设探究英文版商务英语毕业论文.docx

中小企业品牌建设探究英文版商务英语毕业论文.docx

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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

ResearchonBrandConstructionofSMEs

Abstract

Intheeconomicenvironmentofopenmarketcompetition,thepastpricecompetitionandqualitycompetitionarenolongerthemainstreamofthemarket.Thecompetitionofbrandshasbecomethemaintrendofenterprisecompetition,andthisisalsotheinevitablerequirementofthedevelopmentofthetimes.Ifenterpriseswanttostandinthemarketandachieveleap-forwarddevelopment,theroadtobranddevelopmentisthekey,especiallyforsmallandmedium-sizedenterprises.DuetothebigmarketeconomyenvironmentandtheshortcomingsofSMEsthemselves,eveniftheyrealizetheimportanceofbrand,iftheywanttoimplementbrandbuilding,theywillfacecertaindifficultiesinboththeoryandpractice.Basedonthis,thispaperwillsummarizeanddrawontheexcellentargumentsofpredecessors,summarizingtherelevanttheoriesofSMEbrandbuilding,andbasedonaccuratedata,dialecticallyanalyzingthepresentsituationandexistingproblemsofSMEbrandbuilding,andlearnfromQingdaoJinWangGroup.Finally,throughhowtogivebrandvaluetoachieveindependentinnovationbrandandO2Odiversifiedinteractiveinnovationmodeltobuildbrandsandotheraspects,theauthorputforwardsomeconstructivemeasures,hopingtoprovidenewbrandbuildinginspirationandideasforsmallandmedium-sizedenterprise.

Keywords:

SMEs;brand;brandbuilding;brandinnovation;competitiveness

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

CONTENTS

1.Introduction…………………………………………………………………………….1

2.ASummaryofRelevantTheoriesonSMEsandBrandBuilding………………………2

2.1DefinitionofSMEs………………………………………………………………….2

2.2Branddefinitionandvalue………………………………………………………….3

2.2.1Branddefinition………………………………………………………………..3

2.2.2BrandValue…………………………………………………………………….4

2.3Theconceptandsignificanceofbrandbuilding…………………………………….5

3.ThestatusquoandproblemsofSMEbrandbuilding…………………………………..5

3.1ThestatusquoofSMEbrandbuilding……………………………………………...5

3.2ProblemsinthebrandbuildingofSMEs…………………………………………...7

3.2.1Brandlackspositioningorpositioningblur……………………………………7

3.2.2Lackofhumanresources,weakbrandbuilding……………………………….8

3.2.3Brandcommunicationpathissingle,resourceintegrationabilityisweak…….8

4.QingdaoJinwangGroupBrandBuildingSuccessStory……………………………….8

4.1CompanyProfile…………………………………………………………………….8

4.2StrategicAnalysisofBrandConstructionofQingdaoJinwangGroup…………….9

5.SuggestionsonthestrategyofSMEbrandconstruction…………………….………...10

5.1Improvebrandawarenessandclearbrandpositioning……………………………10

5.2Givebrandvalue,independentbrandinnovation………………………………….11

5.3O2Omodelanddiversifiedinteractivebrandbuilding…………………………....11

5.4Strengthentheinvestmentofhumanresourcesandstandardizebrandmanagement........................................................................................................................12

6.Conclusion……………………………………………………………………………..13

Bibliography……………………………………………………………………………...13

Acknowledgements……………………………………………………………………....14

ResearchonBrandConstructionofSMEs

Astheeconomiesoftheworldgraduallymergeintoone,countriesencourageentrepreneurship.SMEsinallcountriesaredevelopingrapidly.Intheeraofeconomicglobalization,competitionamongenterpriseshasgraduallyrisenfromproductqualitycompetitionandpricecompetitiontobrandcompetition.Astrongandcomprehensivebrandbuildingstrategycannotonlyeffectivelypromotetherapiddevelopmentofsmallandmedium-sizedenterprises,butalsobeaweapontoenhancethecountry'seconomicstatusandcompetitiveness.However,foralongtime,therearestillmanyproblemsinthebrandbuildinglevelofSMEs.Thelackoflong-termbrandstrategyawareness,inadequatebrandbuildingsystem,andinadequatebrandmanagementareallissuesthatneedtobesolvedurgently.

1、Introduction

Asweallknow,inrecentdecades,thenumberofsmallandmedium-sizedenterprisesintheworldhasbeenincreasing,involvingawiderangeofindustries,andisanimportantpartofthemodernnationaleconomy.However,itisstillstrugglingontheroadtobecomingalarge-scale,well-knownbrand.Thesurvivalanddevelopmentofsmallandmedium-sizedenterprisesisgenerallynotlong-lasting.Themainreasonisthelong-termlackofworld-renownedbrandsandmaturecompanyoperatingsystemswithinternationalcompetitiveness.Today,withthemarketeconomybecomingmoreandmoreopen,ifSMEswanttostandupinthefiercemarketcompetitionenvironment,perfectbrandbuildingistheonlywayforenterprisestoachievesuccess.Duetodifferentgovernmentpoliciesandregulationsandmarketcompetitionenvironment,SMEsneedtoconsidervariousexternalfactorswhenimplementingbrandstrategy.Inaddition,theinternalfactorsofsmallandmedium-sizedenterprises,suchassmallscaleandlimitedfunds,arealsoignored.HowtoeffectivelyintegrateresourcesandachievebreakthroughsisespeciallyimportantforSMEs.AsoundbrandbuildingstrategyisakeyfactorindeterminingthesurvivalanddevelopmentofSMEs.Inthecontextofeconomicglobalizationandincreasinglyfiercemarketcompetition,moreandmorecompaniesarebeginningtorealizetheimportanceofbrands.However,howtoshapebrandsandbuildwell-knownbrandshasalwaysbeenacoreissueforbothcountriesandenterprises.

ThispaperfirstintroducesthedefinitionofSMEs,whichenablesenterprisestohaveabetterpositioningforthemselves,andthenexpoundsthedefinitionofbrandandthevalueofbrandandthesignificanceofbuildingbrand,andthenbasedonthedatadevelopmentstatusandexistingproblemsofbrandbuilding.Conductingdiscussionandanalysis,anddrawingontheanalysisofbrandbuildingbythesuccessfulcaseofQingdaoJinwangGroupCompany,andfinallyputforwardthecountermeasuresandmeasuresforbrandbuilding.

2.ASummaryofRelevantTheoriesonSMEsandBrandBuilding

2.1DefinitionofSMEs

ForthedefinitionofSMEs,thereisnosinglestandardinallcountriesoftheworld.Differentcountrieshavedifferentmarketeconomicdevelopments,andtheeconomicdevelopmentenvironmentofsmallandmedium-sizedenterprisesisdifferent.Eveninthesamecountryorregion,becausethedevelopmentofenterprisesisdynamic,andthestandardsfordefiningSMEsindifferentindustriesaredifferent,itleadstothemeasurementofenterprises.Therearemanystandardsforlargecompaniesorsmallandmediumenterprises.However,inordertoenableenterprisestobettergraspthemarketanddifferentiatethesizeofenterprises,mostcountries（80%ormore）usuallydefinequantitativestandardsforSMEs,thatis,measurethesizeofenterprisesbyanumberofindicators,includingemployees.Quantity,industrytype,annualturnoverandotherindicators.

Chart2.1Large,mediumandsmallmicroenterprisedivisioncriteria

Source:

NationalBureauofStatistics,SanshengConsulting

2.2Branddefinitionandvalue

2.2.1Branddefinition

Whenunderstandingbranddefinitions,peopletendtoproducebrandsthatareequivalenttomisconceptionssuchasproducts,trademarks,andbrandnames.Brandsarenotlimitedtotangibleelementssuchastrademarks,productsandnames;atthesametime,brandsarealsoanintangibleasset,moreofasymbolofproductvalue,butalsocorporateculture,businesscharacteristicsandconsumeridentity.Intangibleelements.Theauthorbelievesthatthebrandcanunderstandthedefinitionfromthe"twopromisesthree-dimensional"model.“Secondpromise”referstothecompany’scommitmenttovalueandcommitmenttoconsumers.Whenasuccessfulcompanybuildsabrand,itwillmakethebrandpromisetoexperienceitintheconsumer'sconsumption,anddeepentheconsumer'simpressionforalongtime,whichwillbebrandedinthemindoftheconsumer;formacommitmentbycommittingtothepublicandpersistinginfulfillingthepromise.Auniquebrand.Agoodbrandpromiseincludesthreeaspects:

aclearbusinesspositioning,theadvantagesofproductsandservices,andthevalueitprovidestocustomers.Thethirddimensionreferstothecustomerdimension,thecompetitiondimension,andtheenterprisedimension.

（i）customerdimension

Thebrandisatthecoreofsatisfyingtheneedsofcustomers,forminganinteractionwithcustomersandgettinganinfluencefromcustomers.Fromthecustomer'spointofview,alwaysunderstandandpayattentiontochangesincustomerneeds,andseizethecustomer'sunmetneeds,andthenmaketherightcommitmentandadheretothecommitmenttomeetconsumerappealandconsumerrecognitionofthebrand.Forexample,adeliveryemployee’scarbrokedowninthemiddleoftheroad.Heborrowedabicyclefromsomeoneelse,tiedthegoodstohisbackwitharope,bravedtheheatandlong-distanceroad,androdefordozensofkilometers.Deliveredthegoodstothecustomerandcompletedthedeliverymission.Thisisacommitmenttothecurrentmission,whichnotonlycapturestheneedsofconsumers,butalsomeetsthecoreinterestsofconsumers.

（ii）competitiondimension

Brandsaredistinguishedfromcompetitors.Whenabrandisnotconsideredawell-knownbrand,itisextremelydifficulttosucceedinbusiness.Brandsaretheprocessofbuyingproductsorservicesinpeople'sminddecisions.Customersbuyacompany'sprod