Research on the Strategies of Brand Shaping in SMEs

摘要：

Consumers are paying much attention to the brand image of commodities.They are so rational when they do some shopping.So the living space for small and medium sized enterprises is less and less.This paper discusses the most important thing of a product to attracts consumers.It has analyzed the inside and outside environments of small and medium sized enterprises and provided how to build a strong brand by small and medium sized enterprises(SMEs).This paper argued that brand shaping is a matter of importance and difficulty,and mass productivity is not enough for a small or medium sized enterprise.If SMEs do not pay much attention to brand building,they will lose market share to competitors.

关键词： Strategy Brand shaping SMEs

作者: SONG Xuqin

作者单位: Guangzhou Maritime College,P.R.China

会议类型: 国际会议

会议名称: The Twelfth West Lake International Conference on Small & Medium Business(第十二届西湖国际中小企业研讨会 WLICSMB 2010)

会议地点: 杭州

会议语种:英文

页码: 415-420

在线出版日期: 2010-10-24（万方平台首次上网日期，不代表论文的发表时间）