从OEM到品牌营销:中小企业抵御全球危机的必由之路

Form OEM to Brand Marketing: Outlet of Small and Medium-sized Enterprises Withstanding World Financial Crisis

席卷全球的金融危机已经严重威胁到我国的制造业和外向型企业,尤其是中小型企业。这些企业已习惯于外向型经济和代工,缺乏自主创新的产品和品牌,缺乏服务国内市场的营销队伍和渠道。本文解析了两个典型的中小企业品牌营销案例,一是以OPPO品牌营销的失败分析了我国中小企业品牌建设中的几个误区;二是以美特斯邦威的成功阐述了中小企业品牌发展的策略——精准的品牌定位,鲜明而个性化的品牌形象,永恒的品牌主题和持续的广告创新和情感营销,是一个品牌生命力的持续模式。

The world wide financial crisis has seriously threaten our country＇s manufacturing industries and export-oriented enterprises, particularly the small and medium-sized enterprises. These enterprises have been familiar with OEM, and accustomed to the export-oriented economy, and lack the independently innovative product and brand, or lack the marketing power and channel of the domestic market. Two typical brand marking cases of the small and medium-sized enterprises are analyzed. One is according to the failure of Brand OPPO, the misunderstandings about brand establishing are analyzed for the small and medium- sized enterprises in China. The other is according to the success of Brand Methersbonwe, the developing strategies for the small and medium-sized enterprises are demonstrated, including accurate brand positioning, outstanding and individual brand image, permanent brand theme and sustainable advertising creation and emotional marking, which is the sustainable life mode for a brand.