本文選題：中小企業(yè) + 品牌建設��； 參考：《天津大學》2013年碩士論文

【摘要】：隨著我國的改革開放及經(jīng)濟的快速發(fā)展，，很多知名的國外品牌登陸到了中國，使中國市場進入到品牌消費時代，各種品牌的競爭成為國內市場競爭的主要形式，使得以銷售業(yè)績?yōu)橹饕笜说钠髽I(yè)受到品牌競爭的壓力。大型的國有企業(yè)和股份制企業(yè)快速調整了戰(zhàn)略，并加入到品牌的競爭中，同時數(shù)量眾多的中小企業(yè)在這樣的市場競爭中為了企業(yè)的生存及發(fā)展,也需要加強自身的品牌建設。 首先，本篇論文的第一章和第二章闡述了中小企業(yè)需要進行品牌建設的背景。同時提出中小企業(yè)品牌建設的目的和方法以及研究的范圍。提出了中小企業(yè)進行品牌建設的意義和對國民經(jīng)濟的作用，并具體列舉我國中小企業(yè)目前的發(fā)展現(xiàn)狀還有遇到的問題，以及因此會造成的負面結果。從而提出中小企業(yè)進行品牌建設的必要性。 其次，本篇論文的第三章對于中小企業(yè)品牌建設的內外部環(huán)境進行了理論分析，為HY公司的品牌建設研究提供理論基礎，同時指出HY公司進行品牌建設時需要注意的內容及方向。 最后，本篇論文的第四章和第五章在對國內中小企業(yè)品牌建設的現(xiàn)狀、品牌建設策略的梳理的基礎之上，并以HY公司的品牌建設為例子來詳細闡述品牌建設的環(huán)境分析、實施方案規(guī)劃及實施過程。以期為我國中小企業(yè)的品牌建設提供現(xiàn)實的指導意義。
[Abstract]:With China's reform and opening up and the rapid development of the economy, many well-known foreign brands have landed in China, making the Chinese market enter the era of brand consumption, and the competition of various brands has become the main form of competition in the domestic market. So that sales performance as the main indicator of the enterprise brand competition pressure. Large state-owned enterprises and joint-stock enterprises quickly adjust their strategies and join in the competition of brands. At the same time a large number of small and medium-sized enterprises in such market competition for the survival and development of enterprises also need to strengthen their own brand construction. First, the first and second chapters of this paper expatiate on the background of brand building. At the same time, the purpose and method of brand construction and the scope of research are put forward. This paper puts forward the significance of brand building and its effect on the national economy, and lists the problems and negative results of the current development of SMEs in China. Therefore, the necessity of brand building for small and medium enterprises is put forward. Secondly, the third chapter of this paper makes a theoretical analysis on the internal and external environment of the brand construction of small and medium-sized enterprises, which provides the theoretical basis for the brand building research of HY Company. At the same time, it points out the content and direction that HY company should pay attention to when carrying on the brand construction. Finally, the fourth and fifth chapters of this paper, on the basis of the status quo of brand construction and brand construction strategy of domestic small and medium-sized enterprises, and taking the brand construction of HY company as an example, elaborate the environmental analysis of brand construction in detail. Implementation of program planning and implementation process. With a view to providing practical guidance for the brand building of small and medium enterprises in China.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.72;F273.2

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本文編號：2080144