Study On The Brand Of Small And Medium-sized Enterprises To Establish

As our country joins WTO, more and more foreign brands are landed to China, usher into the consumption era of China the era for consumption of the brand, the competition of the brand becomes the most high-level competition, pursued the enterprises that sold goal and felt unprecedented competition pressure simply in the past. Some large-scale state-owned enterprises and enterprises run by the local people have adjusted strategy quickly, join in competition to get brand, and those account for most small and medium-sized enterprises it's time for in the face of the transition what course should follow at quantity?There is research of many brand problems that direct against small and medium-sized enterprises at home now, mainly concentrate on small and medium-sized enterprises' developing one's own brand, if does not develop the own brand, it does not have the brand strategic road which the enterprise can take; If develop own brand enterprises, how to carry on long-term brand strategically planning. Though what most small and medium-sized enterprises faced is such a problem, some small and medium-sized enterprises have already entered ripe stage gradually, having possessed the objective condition of implementing brand strategy, and even the small and medium-sized enterprises that had have already succeeded in establishing brands. They are not only maintaining the medium and small scope of the enterprise but also establish one's own brand, enjoy certain popularity at home and abroad. And research about these enterprises is also relatively few. Certainly different trades have different characteristics; the brand tactics implemented are different too. To facilitate studying, this text is main targets in order to the small and medium-sized enterprises that are engaged in producing and processing, carry on research to success brand tactics of these small and medium-sized enterprises from several different respects.It is a question that can't be avoided in the development of small and medium-sized enterprises to establish brands, having more important meaning to small and medium-sized enterprises and value. Small and medium-sized enterprises implement brand strategy, can not merely help enterprises to implement the marketing strategy, the more important thing is to facilitate the promotion of enterprise's intangible assets value through the operation and management of the brand; Help enterprises to form the differential competition advantage; Facilitate realizing the win-win of enterprise's value and customer's value; Facilitate training the loyal staff of enterprises and customer group; Facilitate enterprise's making big and powerful; The brand can improve the innovation ability of enterprises; The brand facilitates the agglomeration of the corporate culture, even participate in the international competition.Small and medium-sized enterprises implement the current situation of the brand and allow of no optimist at present, in term of external environment condition, the function of the government was not totally given play to, social service system is imperfect, some laws and regulations of our country are not also improved very much, the market environment is unripe and the bad factor of financing environment hamper the brands of small and medium-sized enterprises' progress from a certain degree; By the look of oneself, establish consciousness of brand, brand execution of strategy strength insufficient establishing control over brand confused and blind extending brands under brand. Moreover, small and medium-sized enterprises lack various necessary talents in the brand is implemented, management level generally high, unable to meet brand establish course various changes met.This text has enumerated the development course of the brand of"Carpenter Tan"and"Hong Kong Hexing Baihua Oil", through the study on successful case of these two, this text has analyzed the successful factors of small and medium-sized enterprises. It is the constant completion of the external environment at first, secondly it is enterprise's one's own constant optimization, the most important thing is to implement the successful brand tactics. Mainly have four points: First, make a reservation accurately, it set up by district effective one through, accurate localization succeeding in last foundations of brand own, include specialization making a reservation and extending brands rationally of the products; Second, diversified brand circulation ways, the enterprises in the past thought the way to establish brand was to advertise, in fact there are many kinds of ways in which the brand spreads, for example bought the activity, bought the topic, pooled, implemented network marketing etc. with the media; Third, implement the cultural strategy of brands and mould the culture characteristic, stress the distinct individual character, can often make the brand break out in the like product, occupy and fix the position in consumer's mind, form the brand image and make a reservation; Fourth, set up it with customer's good relation.Certainly small and medium-sized enterprises have established brands to need to be qualified to sure, have only developed into ripe stage, and in the trade suitable for brand of establishing. Enterprise that does not satisfy the requirements can choose, have brand tactics, for example have trade mark tactics, retail goods brand tactics, OEM tactics and brand share the tactics. And enterprises will create the condition,seize the opportunity to implement brand strategy.