| 基于品牌生态位的小微企业品牌战略研究 |
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| 引用本文： | 杨慧,;康丽,;刘圣兰. 基于品牌生态位的小微企业品牌战略研究[J]. 江苏商论, 2014, 0(12): 14-17 |
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| 作者姓名： | 杨慧, 康丽, 刘圣兰 |
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| 作者单位： | [1]三江学院商学院,江苏南京210012; [2]南京师范大学商学院,江苏南京210097 |
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| 摘 要： | 小微企业在经济发展中有不可替代的作用,它是大企业产生和经济发展的坚实基础。小微企业的品牌建设状况决定了企业的发展状况。但在激烈的市场竞争环境中,小微企业的品牌建设举步维艰。从品牌生态位的视角看,可以从品牌定位差异化、品牌创新动态化、利基市场专业化和品牌成长集群化四个方面建设小微企业的品牌。本文的创新点在于,小微企业品牌战略创新应注意品牌的"态"即地位,又要注意品牌的"势"即潜力,"态势"关系需关注。
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| 关 键 词： | 生态位 品牌生态位 小微企业 品牌战略 |
The Study on Brand Development Strategy of SmaU-Micro Enterprise Based on Brand Niche |
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| Affiliation: | Yang Hui, Kang Li, Liu Shen Lan (1.3.4.Business School, Sanjiang University, Nanjing 210012, China; 2.Business School, Nanjing Normal University, Nanjing 210097,China) |
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| Abstract: | Small-Micro enterprises haveand irreplaceable role in economic development,and it is a solid foundation of the birth of large enterprises and the economic development. Brand development of small-micro enterprises decide the state of development of the enterprise.But in the fierce market competition environment, brand development of small-micro enterprises is difficult. From the perspective of brand niche,we can develop brand of enterprises from brand positioning differentiation, brand innovation dynamic, niche market specialization and brand growth cluster. |
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| Keywords: | Niche Band niche Small-micro enterprises Brand development strategy |
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