Research On Brand Building Of Small And Medium-sized Enterprises In E-commerce Environment

With the increasingly fierce market competition,brand building has become China's small and medium enterprises occupy an important position in the market an important magic weapon.The brand can enhance the customer's loyalty,so that the rapid growth of market share.Brand is the survival and development of small and medium enterprises the key to successful brand building can promote the sustainable development of China's small and medium enterprises.E-commerce after more than 20 years of development for China's SME brand building opened up a new road,bringing a broad market prospects.From the current point of view,China's small and medium enterprises in the brand building brand competition pressure,therefore,on China's small and medium enterprises in-depth study of brand building is necessary.In this paper,there are two main research methods,the first is the literature,by drawing on the previous theory and conclusions of brand building,the development of China's small and medium-sized enterprise brand development and existing problems are analyzed;followed by the questionnaire survey,A total of 400 questionnaires were collected and 326 retrieved,and the data were analyzed.Finally,the empirical analysis method was obtained,and the relevant conclusions and countermeasures were obtained.It was worthy of reference for the brand building of small and medium-sized enterprises in China.Experience and inspiration.This paper first summarizes the relevant theories and research results of the predecessors.Through the development of the status of e-commerce,this paper expounds the opportunities brought by the e-commerce for the small and medium-sized enterprises in our country and compares the advantages and characteristics of the traditional commerce,Through the questionnaire survey of real and effective data,in-depth analysis of e-commerce environment,the development of China's SME brand development status and problems,and analysis of the SME brand building factors;design and distribution of questionnaires,Data,the use of SPSS22.0 software to test the brand positioning,brand planning,brand communication,brand extension and brand competitiveness of the relationship that the establishment of brand management departments,the establishment of a special brand manager,brand building supervision at the same time,to the maximum To play the role of brand management and management of the brand competitiveness;Finally,the proposed e-commerce environment,the path of China's SMEbrand building and countermeasures and suggestions.This paper hopes to analyze the opportunities and challenges brought by the small and mediumsized enterprises in China through the new characteristics of the e-commerce environment,and try to make some feasible suggestions and suggestions for the small and medium-sized enterprises in the brand building.