我国小微工业企业品牌管理策略研究

Management Strategy on China's Small Industrial Enterprise Brand

小微工业企业要想稳步壮大乃至做成百年企业,必须要寻找到适合本企业发展阶段特点的品牌建设模式进行品牌运作。在我国小微工业企业品牌运作中,资金实力限制了品牌发展的速度,治理滞后限制了人才才能的发挥,产品缺乏创新限制了产品的市场竞争力,缺少品牌战略规划;质量管理缺少规划,品牌传播不科学。针对这种情况,小微工业企业品牌运作要注重加强资金链风险管理,加大人才开发力度,加强产品管理,实施品牌战略,加强公共关系,进行品牌经营创新。

Small industrial enterprises want steady growth even to be a hundred years enterprise,must want to find the brand building model suitable for the characteristics of the development stage of enterprises to carry out brand operation. In our country,in the brand operation of the small micro enterprise,financial strength limits the brand development speed; the control lagging behind limits the talents development; the lack of product innovation limits the product market competitiveness; the strategic myopia lacks the brand strategy planning; the quality management lacks planning; the brand communication is not scientific. In view of this situation,in the brand operation,the small industrial enterprises should pay attention to strengthen the capital chain risk management,strengthen talent development efforts,strengthen the product management,implement brand strategies,strengthen public relations,and carry on the brand management innovation.