Brand Management Of SMEs

Our abundant labor resources, low labor costs, the development of SMEs in a relatively short history, less risk and the development of innovative capacity and other objective factors make China’s SMEs showing a diversified investment entities and ownership structures, labor-intensive, the lack of technical content and brands, generally low profit margins and so on. There has been more popular OEM production mode, but with China’s economic development, labor costs are no longer in a competitive position, especially the arrival of the era of brand marketing, SMEs are urged attention to brand management.The main content of this thesis is the study of small and medium-sized enterprise brand management problems in our country. Small and medium-sized enterprises of our country has an important position in the economic development of our country, but the problem of small and medium-sized enterprises in our country is objective and cannot be ignored, I think "brand management" is our country small and medium-sized enterprises can choose an ideal way. This article first summarizes the research achievements of predecessors about the brand management, then respectively for small and medium-sized enterprises and the related contents in the brand management, lay a theoretical basis for this article, and brand management strategy of preliminary explore the macroscopic strong brand for small and medium-sized enterprises brand, brand base building and innovation of brand strategy; Last micro to case study of AB brand, brand management theory as the criterion to analyze its present situation and existing problems of brand management, and finally to AB brand management practice to perfect its management measures are discussed in this paper.This paper is divided into six chapters, is presented and referred to:1. Introduction. Mainly includes the research background and research significance and the main research content of this article.2. Literature. Including both at home and abroad to build enterprise brand and brand building, brand value assessment, and management practice.3. Theoretical bases. Mainly summarizes the core brand value and brand management, the theoretical foundation for this article.4. Small and medium-sized enterprises and their brand management analysis. With the advent of the era of brand marketing, realize the importance of brand management of small and medium-sized enterprises have not a few, in the process of nearly 20 years of development has the following brand management experience: stick a card "working" brand management experience, this is a pragmatic strategy, they will continue to exist; One-piece of its own brand management experience, such as the "dig", "oral", "steal" way; After the first virtual reality of virtual brand management strategy, this approach effectively to optimal allocation of capital. But in the process, there are many problems of small and medium-sized enterprise brand management:lack of overall planning, brand management is not throughout the brand planning, ultimately is not a successful brand management, grafting big strong brand needed to integrate the brand management; Emphasis on brand research degree is not high, medium and small enterprises in branding research is congenital weakness, but can communicate with other brand by brand cooperation, to strengthen the brand positioning, expand the sales of existing target market; Tinkering with the enterprise brand image, small and medium-sized enterprises to strengthen the building of "brand base", stable brand image by cluster brand effect; Brand personality is not obvious, the small and medium-sized enterprises should brand innovation, continuously introduce personalized brand products, to meet the increasing changing customer demand, this also is one of the advantages of small and medium-sized enterprises.5. Through the empirical study of specific cases. The typical medium-sized enterprises-AB brand management, for example, to a specific brand management of SMEs, the following conclusions:AB brand in brand positioning, brand image, brand maintenance and brand joined other aspects of the formation of its own models, but there are still many problems:lack of differentiation brand positioning, in a highly concentrated market jewelry industry, due to differences in suppliers around the AB brand to join the market, different aesthetics and consumer acceptance of force, another franchisee of the brand outside the implementation of a unified image of lack of execution, making the brand image of the franchise is not uniform; brand awareness spread lack of integrated marketing, AB brands invest a lot of resources in terms of brand communication, but more scattered in brand communication, lack of integrity. Lack of brand awareness of crisis, delivery mode provides the franchisee AB brands vary, product quality control there are some difficulties, there is a hidden brand crisis; franchisee is not strict control, etc.6. The conclusion and prospect. Brand management is a complicated system engineering, involving many aspects, the actual situation of enterprises, brand management methods and strategies also differ in thousands ways, therefore, should be in full the research background, the competition situation and planning on the basis of enterprise development, according to the enterprise in different life cycle, to plan fitting the condition of the enterprise brand management solutions. At the same time, the brand management is a long-term work and even a long process; therefore, brand management need step by step, unremittingly exercise for a long time, and avoid by all means get rich quick.