Increment Strategy of Brand Equity of Time-honored SMEs
Brand equity increment is urgent and necessary at present because most Chinese time- honored small and medium enterprises (SMEs) decay and brand equity drained ceaselessly. This research focuses on the increment strategy of time-honored SMEs brand equity using empirical method. This research establishes the primary obvious and recessive factors of brand equity increment according to literature and results of expert-consulting, and makes certain actual situation of these factors based on consumer survey and expert-consulting, and proposes concrete strategies of innovation and nostalgia such as enterprise system innovation, marketing innovation and some nostalgia tactics. The findings support that, for time-honored SMEs, combination of innovation and nostalgia should be the sensible choice to enhance brand equity.
brand equity time-honored SMEs innovation nostalgia
ZHANG Ying SUN Minggui
School of Business and Management, Donghua University, Shanghai P.R.China, 200051 School of Business School of Business and Management, Donghua University, Shanghai P.R.China, 200051
国际会议
2009 International SME Development Forum(2009 中小企业发展国际论坛)
北京
英文
571-575
2009-10-01（万方平台首次上网日期，不代表论文的发表时间）