工商企業(yè)管理論文設(shè)計(jì)(已修改)
2025-01-30 14:47 本頁(yè)面
【正文】 ： 中小企業(yè)如何實(shí)施名牌戰(zhàn)略 考生姓名： 王xx 專 業(yè): 工商企業(yè)管理 準(zhǔn)考證號(hào)： 0144xxxxxxx34 通訊地址: 武漢交通職業(yè)學(xué)院 郵編號(hào)碼： 430081 聯(lián)系電話: 123456789111 日 期：2011年 12 月 11 日中南財(cái)經(jīng)政法大學(xué)自考辦制摘 要在二十一世紀(jì),品牌競(jìng)爭(zhēng)將成為主導(dǎo)的競(jìng)爭(zhēng)形式。品牌運(yùn)營(yíng)很重要。但是,由于發(fā)展較晚,基礎(chǔ)比較薄弱，經(jīng)驗(yàn)缺乏。中小商企業(yè)對(duì)品牌運(yùn)營(yíng)有很大的誤解,使它們身處一個(gè)艱難的情形。中小企業(yè)要想獲得具有長(zhǎng)期生存與發(fā)展的未來(lái),必須要實(shí)施品牌戰(zhàn)略,并在宏觀把握品牌的內(nèi)涵以及深刻理解的基礎(chǔ)上實(shí)施品牌戰(zhàn)略規(guī)劃,尤其是品牌文化戰(zhàn)略是中小企業(yè)取得競(jìng)爭(zhēng)優(yōu)勢(shì)的不可替代的關(guān)鍵。價(jià)格競(jìng)爭(zhēng)、質(zhì)量競(jìng)爭(zhēng)、品牌競(jìng)爭(zhēng)是市場(chǎng)競(jìng)爭(zhēng)的三個(gè)層面。但是價(jià)格和質(zhì)量方面存在著很大的局限性，廠商不可能為了爭(zhēng)得大面積的市場(chǎng)，把價(jià)格降低到成本以下，況且價(jià)格過(guò)低的話，消費(fèi)者也會(huì)不太相信產(chǎn)品的質(zhì)量；俗話說(shuō)“買家不如賣家精”廠商如何說(shuō)自己的產(chǎn)品質(zhì)量好，消費(fèi)者往往是聽不懂的，更不知道他說(shuō)得是不是真的，所以就難以下定決心購(gòu)買，如果是一個(gè)品牌，消費(fèi)者雖然不見得懂得那么多的質(zhì)量知識(shí)，但憑著對(duì)牌子的信任，也可以下定決心購(gòu)買。也就是說(shuō)，有了名牌，好質(zhì)量才容易被確認(rèn)；沒(méi)有好品牌，即使有好質(zhì)量，也難以被確認(rèn)。所以現(xiàn)在品牌方面的實(shí)力才能幫助企業(yè)競(jìng)爭(zhēng)到更多的市場(chǎng)，品牌競(jìng)爭(zhēng)已經(jīng)成為了市場(chǎng)競(jìng)爭(zhēng)的最高層面競(jìng)爭(zhēng)。面對(duì)這樣的關(guān)鍵挑戰(zhàn),品牌競(jìng)爭(zhēng)已經(jīng)以相互影響的市場(chǎng)的我國(guó)企業(yè)必須徹底轉(zhuǎn)變思想,建立戰(zhàn)略方針的品牌經(jīng)營(yíng)管理,實(shí)施品牌戰(zhàn)略,以適合新經(jīng)濟(jì)時(shí)代,力爭(zhēng)在激烈的市場(chǎng)競(jìng)爭(zhēng)中生存和發(fā)展。名牌有助于樹立良好的企業(yè)形象，提高員工的凝聚力和盡職度，提高企業(yè)的經(jīng)濟(jì)效益，促進(jìn)企業(yè)的成功。企業(yè)實(shí)施名牌戰(zhàn)略是社會(huì)營(yíng)銷觀念的必然要求，也是立足現(xiàn)代社會(huì)的必要經(jīng)營(yíng)理念。在品牌競(jìng)爭(zhēng)滿天下的時(shí)代，企業(yè)要求的生存與發(fā)展，從長(zhǎng)遠(yuǎn)利益著想，根據(jù)自身的現(xiàn)狀及品牌形成的客觀規(guī)律，權(quán)衡并綜合其相關(guān)因素，制定并實(shí)施對(duì)創(chuàng)建和發(fā)展名牌事業(yè)具有基本指導(dǎo)作用的總體規(guī)劃。本文從樹立觀念，創(chuàng)建、宣傳和愛護(hù)名牌等方面戰(zhàn)略提出一點(diǎn)看法。關(guān)鍵詞：名牌戰(zhàn)略；質(zhì)量；服務(wù)；營(yíng)銷；企業(yè)形象；長(zhǎng)遠(yuǎn)利益；AbstractIn the 21st century, brand petition will take the dominant form of petition. Brand operation is important. However, because of latedeveloping, weak foundation, scare experience etc. Smallandmediumsized business has a lot of misunderstanding of brand operation, which leads them into a hard condition. Small and mediumsized enterprises want to access to longterm survival and the development of prospective, will be in the implementation of brand strategy, and both macro grasp in deep intension of brand based on the understanding of the implementation of brand strategy planning, especially the brand culture strategy is small and medium enterprises to get the irreplaceable petitive advantage of the key. Price petition, quality petition, brand petition is the market petition three levels. But the price and quality of the exist great limitations, manufacturers are not possible with large area to market, bring the price down to the cost, and words of low prices, consumers will also don’t believe that the quality of the products, As the saying goes “buyers than sellers fine” how does the supplier of your good quality of product, consumer is often don’t understand, more do not know he said is true, so it will be difficult to determined to buy, if is a brand, although not know so many consumers of the knowledge quality, but with to brand of trust, and also can be determined to buy. That is to say, a famous brand, good quality just easy to be confirmed。 there is no good brand, even with good quality, also hard to be confirmed. So now the brand power to help the enterprise petition to more market, brand petition has bee the highest level of petition in the market petition. To face for the critical challenge that the Brand petition has staged on the interactional M
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