South China Sea Sme Brand Building Research

Nanhai, one of the most economic-developed areas in our country, has made the enormous achievements in economic and social development since reform and open policy. However, Nanhai is one of districts with numerous small and medium-sized enterprises (hereinafter referred to SMEs) and poor brands, too. A character, "Stars only, no the moon", is still very popular in the enterprises of Nanhai. Therefore, brand establishment is urgently demanded to promote economic development of Nanhai continuously, steadily and healthily.The paper mainly adopts the research approaches of combining theory with practice and theoretic explanation with example demonstrations. The concrete research approaches include on-site inspection, questionnaire visiting, analysis of cases, comparative analysis, statistical analysis, and so on. It makes every effort to do whole research work accomplished objectively, accurately, rationally, effectively and to offer certain basis and help for the concerned decisions.Based on present situation of brand establishment of SMEs in Nanhai, the paper analyses the influence factors that exist in the course of brand establishing of SMEs in Nanhai. With the relevant theory of brand establishment at present, the paper adopts some successful experience on brand establishment of domestic and international SMEs, gets in touch with objective reality of SMEs in Nanhai, gives a series of countermeasures about brand establishment and maintenance ofSMEs in Nanhai.The paper consists of seven chapters. Chapter one expatiates on the academicbackground and practical meaning of the subject. Chapter two introduces the present situation of brand establishment of SMEs in Nanhai, including the course, present situation and establishing methods, etc. Chapter three offers analysis of existing problems in brand establishment of SMEs in Nanhai, which are summarized as five great respects: weak consciousness of the brand, poor personnel quality, lack in government guides, poor enterprise's own quality, andinlack of effective brand propagation, etc. Chapter four introduces the successful experience on brand establishment of domestic and international SMEs. Some inspiration to SMEs in Nanhai is also summarized. Chapter five puts forward the procedure and general tactics of brand establishing of SMEs in Nanhai: the goals of brand establishing, brand position and design, brand propagation, etc. Chapter six puts forward some concrete tactics of brand establishing of SMEs in Nanhai: to strengthen policy guides, to improve brand consciousness, to select flexible brand establishing patterns, to do the enterprise's own management well, to pursue innovation and pay attention to talent's construction, etc. Chapter seven discusses the maintenance of the brand of SMEs in Nanhai at later stage from two major angles including law and management.Main innovations of the paper: the direct and indirect goals of brand establishment of SMEs in Nanhai are put forward; the general and concrete tactics on brand establishing are expounded; several kinds of different modes on brand establishment of SMEs in Nanhai are put forward; the brand at Internet are established and protected by making full use of the advantages of informationization development in Nanhai.