中小企业创牌前的资源准备

Resource Preparation before the Creation of Brands for Small and Medium Enterprises

中小企业创牌的前提是:首先,要从技术更新和生产管理两方面保证产品的质量和市场竞争力;其次,必须找准差异点;第三,必须建立起营销渠道,储备有营销人才。如果这三个方面有缺陷,企业就不适宜开展创牌活动。

At present both the State Council and local governments are encouraging small and medium enterprises（SMEs） to create their own brands.But if these enterprises＇ own resources are not enough,blindly creating brand is more likely to cause their collapse.This essay analyses the SMEs＇ blind areas of creating brand in detail,pointing out that when creating its brand,an SME must base on three premises： firstly,the product quality and the market competitiveness are ensured on both the technological upgrading and production management;secondly,the points of difference must be identified;and at last good marketing channels and abundant marketing talents must be well reserved.If there are defects in these three aspects,it is not appropriate for enterprises to carry out the brand creation.