东莞民营企业品牌发展的特点与历程

The Characteristics and Development of Brand in Dongguan Private Enterprises

在国际金融危机影响下,以出口加工为主的许多东莞民营企业陷入困境。实施转型升级,走品牌经营之路成为越来越多企业的共识。对东莞民营企业转型问题中的品牌战略的研究,可以服务于东莞民营企业的转型和品牌经营战略的实施,对促进东莞民营经济再上新台阶,具有较大的现实意义和应用价值。在调研的基础上,分析了当前东莞民营企业品牌发展的总体情况,归纳了东莞民营企业品牌发展的特点,总结了改革开放以来东莞民营企业品牌的发展阶段及动因,为东莞民营企业品牌的进一步发展厘清脉络。

Under the impact of international financial crisis, many export-oriented processing private enterprises in Dongguan get into difficulties. It has become consensus among more and more enterprises to implement transformation, to upgrade and to take the path to brand-making. The research on transformation in brand strategy can serve to this purpose. The research will boost the private economy of Dongguan to a new stage, which has great practical significance and application value. This article analyses the overall status of brand development, summarizing the characteristic of brand management in Dongguan private enterprises, and generalizing the brand development stage and the motive of Dongguan private enterprises since reform and opening-up in order to clear the thread of brand development for private enterprises in Dongguan.