国内中小型企业品牌营销策划浅析

Brand marketing planning analysis of domestic small and medium enterprises

近些年来,全球经济一体化快速发展,国际经贸往来日趋紧密,深远的影响着我国企业的运作和战略规划。以前被众多中小型企业领导层忽视的品牌效益,也越来越受到重视。文章分析我国现在中小型企业品牌营销的发展现状,找寻问题存在的原因,并研究品牌营销策划有效的方法。并以第三产业中的零售行业为例,探讨中小型零售企业品牌营销策划的重要价值,并对中小型零售企业品牌营销策划进行分析,给出必要的建议。

In recent years, with the rapid development of economic globalization, international trade and economic exchanges are getting increasingly close,which has a far-reaching impact on our business operations and strategic planning. Therefore,brand benefit, previously neglected by leaderships of many small and medium enterprises is attached more and more attention to. In this paper, current development status,existing problems and countermeasures of brand marketing of domestic small and medium enterprises.Combined with reality, the important value and contents of brand marketing planning for small and medium retail enterprises are analyzed, at the same time, necessary recommendations are also put forward.