民营企业品牌培育研究——以福建省为例

Study on Brand Cultivation of Private Enterprises in China——Taking the Fujian Province for Example

当前,福建民营企业在品牌培育中已取得一定成就。但是,由于存在融资难、人才缺乏和企业自身品牌培育能力不足等问题,民营企业的品牌竞争力不强。未来,政府、行业协会应从改善融资环境、政策激励和平台建设等方面加强对民营企业品牌培育的扶持力度。民营企业应改善经营管理方式,从建立核心竞争优势、品牌文化、有效的传播策略和法律保护四个方面入手,加强民营企业品牌培育能力。

Private enterprises in Fujian have made certain achievements in the brand cultivation. However, due to the existing problems including the financing difficulties, the lack of talent and the deficiency of the ability of private enterprises＇ brand cultivation, the private enterprises＇ brand in less competitive. In future, government and industry associations should strengthen support efforts of private enterprise brand cultivation by improving the financing environment, policy incentives, and platform construction. Private enterprises should improve their management level, then starting with the four basic elements including establishing core competitive advantage, company culture, the effective communication means, legal protection, so as to strengthen the capacity of brand building