中小企业灵活制定品牌策略的思考

The Flexibility of Small and Medium Sized Enterprises to Formulate Brand Strategy

文章由广州倩采化妆品有限公司品牌策略制定失败的例子引出中国中小企业品牌策略问题,深入分析了中国中小企业制定和选择品牌策略应考虑的因素,并针对具有不同的规模、资金等条件的中小企业,设计了无品牌策略、借助已成功品牌的策略、自创品牌策略等不同的品牌策略。旨在为中小企业根据自身条件灵活制定品牌策略提供参考建议。

In consideration of the failure of Qiancai Cosmetics Co. Ltd of Guangzhou to make brand strategies the writer of the article puts forward some suggestions on the flexibility for Small and Medium Sized enterprises to formulate brand strategies. The writer also analyzes in detail the factors needed to be taken into account according to different conditions such as scale and capital of the enterprise. Varied kinds of brand strategies can be followed, such as no brand strategy, having the aid of a successful brand and creating one brand by oneself.