中小企业品牌经营误区及解决对策

浅析中小企业品牌经营误区及解决对策

刘凡

[摘要]：在现今技术不断革新，资金不断雄厚的企业发展前提下，中小企

业在生存与发展的竞争中不再是以传统的生产方式来保持市场的长盛不衰，而是更多的注重到产品品牌上，品牌战略对中小企业而言,它代表了一种潜在的竞争力和活力能力,能为中小企业带来内在而持久的利益。中小企业在这样一个品牌竞争时代，更多的认识到品牌是作为企业综合实力的象征，更多的认识到品牌是企业核心竞争力的标志，然而许多中小企业并未正确并全面的认识到品牌的价值体现，却更注重产品的市场表现而忽略了品牌构建的重要性，在品牌创建的同时定位不准，不重视顾客认知管理并且夸大品牌效益，忽略品牌质量造成中小企业在品牌经营方面的误区。同时，没有一个强势品牌的支撑，使中小企业自身缺乏可持续发展力，本文对中小企业在品牌经营中存在的经营误区进行了梳理、分析，并对其存在的问题提出相应解决对策，对未来品牌的发展设计做简单的分析。

[关键词]：品牌价值 品牌效益 品牌经营误区 解决对策 未

来品牌

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[Abstract]:On the premise of the technologic innovations and fund became solid,medium and small enterprises face survival and development will no longer in traditional produce ways but emphasize brand more.The strategic of brand represent a potential competitive and energy,it can bring inner and sustaining profit for medium and small enterprise.The medium and small enterprise realized the improtant of comprehensive strength and core competetive of brand in the brand competive area,however more and more medium and small enterprises just emphasize the production marketing but ignore the importance of brand stracturing because they have no realized brand’s value reflection overall..Some reason cause the misdirect in brand operation likes false location、ignore custome cognize management and overstate brand benefi、ignore the quality of brand.At the same time,it has not a stranger brand in the back makes medium and small enterprises lacks sustainable development.This paper check、analyse and give some measures to the misderiction in brand matketing ,and make a simple analysis to brand development in the future.

[Key words]: brand value brand profit midderiction of brand marketing countermeasure future brand

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目 录

引言 ······························· 1 1、品牌整体概述 ·························· 1

1.1品牌的定义························· 1 1.2品牌的作用························· 2 1.3品牌要素·························· 2

1.3.1理性要素 ······················· 2 1.3.2感情要素 ······················· 3

2、中小企业品牌经营的困局 ····················· 3

2.1品牌缺乏足够的市场影响力·················· 3 2.2品牌不具备消费的征服力··················· 4 2.3品牌创新能力的缺失····················· 4 2.4品牌缺乏抗风险能力····················· 4 2.5品牌的融资能力有限····················· 5 2.6品牌的产业整合能力低下··················· 5 2.7品牌的国际化能力弱····················· 5 2.8品牌的可持续发展能力堪忧·················· 6 3、中小企业品牌经营误区 ······················ 6

3.1认识误区·························· 6

3.1.1忽略自身能力，缺乏塑造品牌能力 ············ 6 3.1.2品牌认识错误，脱离品牌实质 ·············· 6 3.1.3注重产品生产，忽略品牌的质量保证 ··········· 7 3.2操作误区·························· 7

3.2.1品牌宣传单一 ····················· 7 3.2.2品牌运营盲目 ····················· 8 3.2.3品牌推广混乱 ····················· 8

4、中小企业品牌经营误区的解决对策 ················· 9

4.1提高品牌决策的科学性···················· 9

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4.2强化品牌意识，发挥自身优势················· 9 4.3注重品牌推广的整合传播··················· 10 4.4重视品牌发展的创新能力··················· 10 4.5采取品牌联盟，提升品牌资产················· 10 4.6注重产品质量和科技含量··················· 11 5、未来品牌的设计 ························ 11

5.1品牌的定位························· 11 5.2品牌的创造························· 12 5.3品牌的经营························· 12 5.4品牌的评估························· 13 6、综述 ····························· 13 参考文献 ···························· 14 致谢 ······························ 15

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