基于品牌生态位的小微企业品牌战略研究

The Study on Brand Development Strategy of Small-Micro Enterprise Based on Brand Niche

小微企业在经济发展中有不可替代的作用,它是大企业产生和经济发展的坚实基础。小微企业的品牌建设状况决定了企业的发展状况。但在激烈的市场竞争环境中,小微企业的品牌建设举步维艰。从品牌生态位的视角看,可以从品牌定位差异化、品牌创新动态化、利基市场专业化和品牌成长集群化四个方面建设小微企业的品牌。本文的创新点在于,小微企业品牌战略创新应注意品牌的"态"即地位,又要注意品牌的"势"即潜力,"态势"关系需关注。

Small-Micro enterprises haveand irreplaceable role in economic development,and it is a solid foundation of the birth of large enterprises and the economic development. Brand development of small-micro enterprises decide the state of development of the enterprise.But in the fierce market competition environment, brand development of small-micro enterprises is difficult. From the perspective of brand niche,we can develop brand of enterprises from brand positioning differentiation, brand innovation dynamic, niche market specialization and brand growth cluster.