提升中小企业品牌竞争力对策研究——以皖北曦强乳业为例

Research on the Countermeasures to Enhance the Brand Competitiveness of Small and Medium-Size Enterprise——Taking Xiqiang Dairy in Northern Anhui as an Example

中小企业是皖北经济发展中最具创新活力的企业群体,随着农业供给侧结构性改革的不断推进,企业之间的竞争逐渐转向品牌的竞争,品牌竞争力成为企业实现可持续发展的核心能力。本文以皖北农产品加工龙头企业曦强乳业为例,以分析其品牌竞争力现状为切入点,构建品牌竞争力影响因素模型;运用市场问卷调查、数据分析等方法,指出其品牌商标与企业名称相混淆、品牌市场竞争力弱、品牌推广渠道单一、品牌载体缺乏系统跟进等问题;结合品牌竞争力影响因素模型,提出了构建品牌形象识别系统、完善技术创新支撑体系、整合品牌传播渠道、系统跟进品牌载体、加强政府政策支持、优化产业环境等对策,旨在寻找提升皖北中小企业品牌竞争力的有效途径。

Small and medium-size enterprise is the most innovative and dynamic group of economic development in northern Anhui province,and with the improvement of agricultural structural reform,the competition between enterprises has gradually turned to the competition of brand; therefore,the brand competitiveness has become the core competition of sustaining the enterprise. Taking the agricultural products processing enterprises Xiqiang dairy as an example,this paper analyzes the current situation and the model of building brand competitiveness bymeans of the market survey,data analysis and other methods,and then figures out some problems such asthe mixture of brand and enterprise name,the weak brand market competitiveness,single brand promotion channels,and lack of following up with the carrier system,etc.Combining with the brand competition influence model,this paper puts forward the construction of the brand image recognition system,perfection of the technology innovation support system,integration of the brand communication channel,promotion of the brand carrier,enhancement of government policy support,optimization of the industrial environment and other countermeasures to improve the brand competitiveness of small and medium-size enterprise in northern Anhui province.