【作者】 高燕；

【导师】 王高；

【作者基本信息】 清华大学 ， 工商管理， 2005， 硕士

【摘要】 本文的核心论点是:中小企业要想做大、做强,应该实施品牌战略,品牌是企业可持续发展最有力的保障。为了克服资金和规模等不足,提高中小企业的品牌影响力,企业决策者需要在理解“企业规模大小是相对的”的基础上,充分挖掘、发挥自身优势,因“企”制宜的制定品牌策略,并优先利用公关传播策略,持之以恒,以塑造强势品牌,提高企业竞争力,保障企业的持续健康发展。围绕上述论点,本文从品牌管理的重要意义、品牌策略的相机选择、品牌规划、品牌创立、品牌延伸、品牌推广、局部品牌策略等方面展开了论述,并阐述了中小企业走出品牌悖论的可能性。文章的最后,本文对“谭木匠”品牌的成功道路进行了分析和评价。该案例可作为中小企业进行品牌管理的借鉴。更多还原

【Abstract】 In this paper, we show that: Brand strategy is necessary should the small and mediumenterprise want to expand its size and boom. To overcome its shortage of capital andsize, and to increase its brand equity, the entrepreneurs need to choose the properbrand stragety considering the advantages of the enterprise. Also they need to makefull use of public relations and make durable decisions to guarantee the success of thebrand management and on-going development of the enterprises.This paper consists of several parts, including the significance of brand management,choosing of brand strategies, branding plan, brand building, brand expansion andelongation, brand promotion and area brand strategy, also we discuss whe possibilityof brand development for small and medium enterprise and what measures should ittake to overcome its disadvantages in brand management.In the end of this article, we analyze and commend on the brand management ofCarpenter Tan Comb. Its success will be a good example for other enterprises wediscuss.更多还原