略论中小企业的品牌营销策略

Study on the Brand Marketing Strategy for SME

主要论述了中小企业进行品牌营销的基本内涵与策略。认为品牌的实质是能给其拥有者产生增值和长期竞争力的一种无形资产。实施品牌营销是中小企业走出产品同质化困境的有效措施,应重点把握品牌创建、品牌运用和品牌维护三个环节并提出了相应对策,其核心任务是培养和提高消费者对企业及产品品牌的忠诚度。

This article discusses the connotation and strategy of brand marketing for small and medium enterprise （SME）.The essence of brand is a kind of intangible asset which can produce value and get long-term competitiveness for the owner. Brand marketing is effective measures for the SME to solve the problem of product homogeneity. The points of brand marketing are brand creation, brand utilization and brand maintenance. The core task is to develop and improve the loyalty for the enterprise and brand of the consumer.