新时代背景下中小型企业品牌建设路径研究

Brand Building Path of Small and Medium-sized Enterprises in the New Era

本文分析了新时代背景下加强中小型企业品牌建设的重要意义,指出当前我国中小型企业的品牌建设还存在以下问题:守旧思想较为严重,品牌缺乏个性;品牌保护意识薄弱,造成消费者对于品牌的混淆;品牌定位不准确,品牌的市场辨识度不高;品牌管理与推广不当,缺乏持续发展的动力。建议通过摒弃守旧思想,完善品牌保护政策,做好品牌市场定位,打造科学的品牌管理模式等方式强化中小型企业的品牌建设。

This paper analyzes the significance of strengthening the brand building of small and medium-sized enterprises in the new era,points out the problems existing in the brand building of small and medium-sized enterprises in China,including conservative thinking is more serious and the brand lacks personality,brand protection awareness is weak,causing consumers to confuse the brand,brand positioning is not accurate and the market recognition of the brand is not high,improper brand management and promotion and lack of motivation for sustainable development.It is suggested to strengthen the brand building of small and medium-sized enterprises by abandoning conservative ideas,improving brand protection policies,doing an accurate brand market positioning and creating a scientific brand management model.