试论新创企业的品牌建设

On the Build-up of the Newly-established Enterprises

企业品牌建设是企业独特性质的表现。目前,针对成熟企业品牌建设的研究比较丰富,但由于成熟企业与新创企业所面临的内外部环境有很大的不同,对新创企业来说这些研究可以借鉴但不能全盘照抄。文章通过论述品牌建设对于新创企业的意义,比较成熟企业与新创企业之间品牌建设的差异,提出了适于新创企业品牌建设的模式。

The brand build-up of the enterprises shoecases its own organization＇s unique natures. So far,there are a lot of studies on the well-established enterprises＇ brand build-up. However,due to the different environments to which they are exposed,both internally and externally,the newly-established should learn partially these results from the well-established enterprises rather than simply copy them. Through discussing the significances of the brand build-up for a newly-established enterprise and comparing the differences between the well-established and newly-established enterprises, the article puts forward some modes that fits the later.