Small And Medium-sized Industrial Enterprises Brandbuilding Strategy Research

Good construction in small and medium enterprise brand is conducive to the overall advantage of internal and external resources, is conducive to maintain and develop the target market, more conducive to improve employee engagement. As everyone knows, a characteristic content of enterprise product marketing work itself is the product brand image, the selling point of choice. Successful marketing work to cultivate the target customers and potential customers for products, culture, group value of the corporate identity, and the ability to create a positive marketing environment. Of course, the establishment of any enterprise product brand image of enterprises needs to continuously meet the needs of the market economy and social development. In Chinese, most economists think brand building work determines the enterprise’s normal production and operation and development. Of course, this is also China economic scholars continue to study western economic theory and error Chinese market operation results. From the angle of enterprise brand effect is secondary, small and medium enterprises improve brand construction work on the characterization of the enterprise’s core cultural values also have a positive effect, then there is the development of norms for the talent system. On the other hand, Chinese medium-sized industrial enterprises improve brand building work is deep shaping conducive to enterprise internal cultural value, also has the benign construction of favorable external market image. In the market economy activity, the enterprise brand is an intangible asset value, is conducive to enterprises to gather more internal and external resources.With the development of market economy, China economy is in deep transition period. Small and medium-sized industrial enterprises in the role of social economy is no longer economic complement and vassal of simple, but took the most active elements in social economy. In China, small and medium-sized industrial enterprises in brand building for work in a state of polarization. Some enterprises will be classified as non market resources waste matter, while some enterprises are too heavy to rely on the corporate brand image shaping and market to the enterprise culture form of value, market value of the product and not enough investment. Obviously, these two practices cannot meet the needs of market economy development China stage. At present, the "two-way value of world factory" and "world market" has been the early in the economy China clue. For small and medium-sized industrial enterprises, this is a very positive signal. Good corporate brand building work, is very conducive to China enterprises adhere to the "going out" in the process of stable market strategy. Chinese traditional "labor-intensive" enterprises have not adapt to the need of economic development of the world, and the urgent need of a can reflect the social value form and carrier of enterprise culture to complete the transition form simple products. In this case, small and medium-sized enterprises to strengthen brand building work are to choose a very effective target mode.In this thesis the Kingda Pump Co. Ltd as an example, the collection, through the theory and view of brand construction of induction and analysis, and analysis of problems and coping style choice of brand construction China SMEs exist according to the corresponding data. For small and medium-sized industrial enterprises Chinese speaking, what are the problems in the process of brand building? These problems should be how to solve? Bidirectional advantage in the "world factory" and "world market", the small and medium sized industrial enterprises should be how to build China products brand content? According to the consideration of these aspects, the author from the present situation of brand construction of small industrial enterprises in the start of China, explore the problems existing in the brand construction and puts forward the countermeasures.