论中小企业品牌战略创新

On the SME's Brand Strategy of Innovation

对品牌战略创新方向的准确把握,是中小企业品牌战略能否取得成功的根本保证。文章基于我国中小企业品牌建设现状及目前所处的国际国内品牌生存环境,认为我国中小企业品牌战略的创新可从品牌定位、品牌个性、品牌核心价值、品牌文化、品牌服务等方面寻求突破,并结合国内外相关案例就上述主要创新方向进行了分析阐述。

An accurate grasp of the brand strategy for SMEs is the fundamental guarantee for their success.This paper,based on the situation of SMEs brand-building in China and the current status quo of the living environment of the international and domestic brands considers that the brand strategy of innovation for SMEs in China can start from the brand positioning,brand personality,brand core values,brand culture,brand services,etc,to seek a breakthrough.And then it describes the direction of the innovations by co...