| 论中小企业品牌战略创新 |
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| 引用本文： | 陆松福.论中小企业品牌战略创新[J].改革与战略,2010,26(9). |
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| 作者姓名： | 陆松福 |
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| 作者单位： | 淮阴工学院,江苏,淮安,223001 |
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| 基金项目： | 江苏省教育厅资助项目09SJB790006--《国际金融危机背景下苏北制造业产业升级路径研究》和淮安市科技计划项目HAs08043--《淮安市中小企业品牌战略协同推进路径研究》的资助 |
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| 摘 要： | 对品牌战略创新方向的准确把握,是中小企业品牌战略能否取得成功的根本保证。文章基于我国中小企业品牌建设现状及目前所处的国际国内品牌生存环境,认为我国中小企业品牌战略的创新可从品牌定位、品牌个性、品牌核心价值、品牌文化、品牌服务等方面寻求突破,并结合国内外相关案例就上述主要创新方向进行了分析阐述。
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| 关 键 词： | 品牌战略 创新方向 品牌个性 品牌核心价值 |
On the SME's Brand Strategy of Innovation |
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| Lu Songfu.On the SME's Brand Strategy of Innovation[J].Reformation & Strategy,2010,26(9). |
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| Authors: | Lu Songfu |
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| Institution: | Lu Songfu(Huaiyin Institute of Technology; Huaian; Jiangsu 223001); |
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| Abstract: | An accurate grasp of the brand strategy for SMEs is the fundamental guarantee for their success.This paper,based on the situation of SMEs brand-building in China and the current status quo of the living environment of the international and domestic brands considers that the brand strategy of innovation for SMEs in China can start from the brand positioning,brand personality,brand core values,brand culture,brand services,etc,to seek a breakthrough.And then it describes the direction of the innovations by co... |
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| Keywords: | brand strategy innovation brand personality brand core values |
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