试论加入WTO后我国中小型企业的品牌战略

Discussing the Brands Strategy of Chinese Medium and Small-sized Enterprises after Entering WTO

当前,世界经济正进入一种品牌经济轨道,品牌竞争力是一个企业综合实力的表现。而对于逐步与世界经济接轨的中国中小企业,要在激烈的竞争环境中生存发展,如何实施品牌战略显得极为重要。中小企业如何结合自身的特征,根据相对优势理论,选择最适合自己的发展战略。并且树立品牌战略是企业长远发展的必经之路的意识,而非品牌战略仅是一种暂时的策略。

Nowadays, the world economy is on the orbit of brand economy. The brand competitivity is becoming the embodiment of effective force. However, it is important for most Chinese medium and small-sized enterprises to apply brand strategy if they want to survive in extremely competitive environment. We should make our own international brands, by analyzing the managerial model of international optimum brand and taking the characteristics of Chinese company into account. This article discusses the Chinese firms how to choose the optimum developing strategy by the comparative advantage theory. And it comes to the conclusion that brand strategy is the way to develop in a sustainable way.