我国中小企业品牌资产发展路径研究

Brand Equity Developing Routine in SMEs of China

全球化信息化浪潮下中小企业的崛起引发了对中小企业品牌管理理论的学术研究兴趣,我国宏观经济的历史阶段凸显了对中小企业品牌理论研究的重要性。本文在中小企业品牌资产价值增长要素分析的基础上,提出了品牌发展路径分析工具——品牌资产价值增长要素分析方格,并利用此工具研究了我国中小企业品牌资产增长的基本路径。

The research interests in the field of brand management in small and medium enterprises（SMEs） raised in context of the globalization trend, especially in China economic environment. This paper proposed a unique brand analysis tool-analysis matrix of brand equity value growing factors. And the analysis matrix was employed to analyze the growth mechanics of brand equity as well as the developing routine of the brand equity in SMEs of China.