| 温州中小企业的品牌战略 |
| |
| 引用本文： | 周彦,邢雅洁.温州中小企业的品牌战略[J].河北经贸大学学报(综合版),2014(4):92-94. |
| |
| 作者姓名： | 周彦 邢雅洁 |
| |
| 作者单位： | 1. 大连市经济贸易学校 招生安置办公室，辽宁 大连 116023; 河北经贸大学 人文学院，河北 石家庄 050061
2. 河北经贸大学 公共管理学院,河北 石家庄,050061 |
| |
| 摘 要： | 随着市场经济的深入发展,中小企业已经成为我国经济发展的重要支柱。企业间的竞争已由过去的质量、价格竞争转变为信誉、企业形象和服务水平等综合素质的竞争,进而发展为打造知名品牌的竞争。一切成功企业最终经营的并非"产品"而是"品牌"。温州的中小企业在历经多年的蓬勃发展之后,陷入了瓶颈期,而解决这一困境的方法就是利用品牌战略来实现突围,走创立品牌、注重品牌发展的道路。
|
| 关 键 词： | 中小企业 品牌战略 温州 企业形象 知名品牌 核心竞争力 资金链 |
Brand Strategy of Small and Medium-sized Enterprises in Wenzhou |
| |
| Authors: | Zhou Yan Xing Yajie |
| |
| Institution: | Zhou Yan, Xing Yajie (1.Recruit Student Placement Office, Dalian Economic and Trade School, Dalian 116023, China; 2.Humanities College, Hebei University of Economy and Trade, Sho＇iazhuang 050061, China; 3.School of Public Management, Hebei Un＆ersity of Economy and Trade, Shijiazhuang 050061, China) |
| |
| Abstract: | Along with the further development of market economy, small and medium-sized enterprises has already become the important pillar of economic development in China. Competition between enterprises has translated to the reputation, corporate image and service level and so on comprehensive quality competition from quality and price competition in the past, and then develop to create famous brand competition. All successful business in the end operates ＂product＂ but ＂brand＂. After years of vigorous development, small and medium enterprises in wenzhou are caught in the bottleneck period, and the solution is to use the brand strategy to realize the breakthrough, creating brand and pay attention to the brand development road. |
| |
| Keywords: | small and medium-sized enterprises brand strategy wenzhou corporate image famous brand core competitive-ness capital chain |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
