Sme Branding Model Study

Not only in the developed countries, but in the developing countries as China, small and medium-sized enterprises(SMEs) take the absolute advantage in the total number, the attention to the SMEs had become a hotspot, and SMEs brought the great fortune and benefit to country and society, these make more and more economist and theorist have more interest on the researching of SMEs.Since the 1990s, establishment of a brand has received much attention by researchers its participators. On the growth of international trade and the trend of globalization, business no matter its size will be faced more competition than before. In order to maintain company's profit margins, the strategies that it could be used to resist the global competition are to develop a high value-added, high technology, and high innovation product. The mainland corporation has the high passion on brand building, certainly, that is the aspiration of Chinese corporation, to build a strong brand which has a high reputation, a high loyalty. While many SMEs have convinced the importance of brand building, and have realized brand building not only is the need of corporation development, but is the need of competitive and the international marketing.At the same time, because of the characteristic, SMEs have much limit in development. Building company's brand is said to be most effective way in increasing company's product value. However, not as big companies, SMEs usually lack of financial resource as well as human resource to build their brand. Besides, most of the marketing strategies and its related practices are developed for big companies, therefore, these strategies are not suitable for SMEs. With this, it is need to develop a process of building brand that is fitting for the SMEs. This is the first purpose of the study.This paper consists of four chapters as follows: Chapter one is the foreword, expatiate the background of this paper, as well as the objective and significance of the researching. Chapter two analyzed the background knowledge of the SMEs and brand, include the characteristic of the SMEs, the definition and function of brand. Chapter three...