【作者】 孙苏；

【导师】 金乾生；

【作者基本信息】 西安电子科技大学 ， 企业管理， 2007， 硕士

【摘要】 随着市场经济的引导,一大批中小企业蓬勃的发展起来,这些中小企业的兴起不仅繁荣了我国经济,而且为促进就业,缓解国家就业压力做出了很大的贡献。但是面对强大国内外品牌的压力,如何提高中小企业的品牌竞争力就成了当务之急需要解决的重要问题。因此如何提升中小企业品牌竞争力的研究具有理论和实际的重要意义。品牌竞争力是企业的一种重要资源,是企业综合力的集中表现,这种资源是以企业的品牌为载体。从企业内部来说,是对企业的各种资源(包括人力资源和物力资源)有效配置后产生的结果,而在企业外部则表现为高的市场占有率和高额的利润,附加值高,生命周期长,良好的客户关系等明显优于竞争对手的特点。并且具有长期性,难以模仿性,激励性和延伸性的特点。针对品牌竞争力的概念和对中小企业的现状分析,笔者从企业内部管理的角度提出了以全面质量管理、技术创新管理以及市场营销管理三个方面来提升其品牌竞争力的一般思路。全面质量管理和技术创新管理是在企业内部推动品牌竞争力的构建,而市场营销管理则是在企业外部拉动品牌竞争力。但是创业型的中小企业有着自身的特殊性,所以本文从创业型的中小企业具体情况入手,从提升品牌的内部品质到外部的美誉度两个方面来提出如何提升其品牌竞争力的具体方法对策。更多还原

【Abstract】 With the market economy guidance, one large number of middle-sized and small enterprises develops flourishingly. These medium-sized and small enterprises not only boom our country economy, and but also relieve the employment pressure. But faced with home and abroad brand big and powerful pressure, the brand competition how to improve medium-sized and small enterprises needs to be solving with great priority. Therefore how lifting medium-sized and small enterprises brand competition research has theory and actual importance.The brand competition is a kind of important resource of enterprise, is that enter-prise’s synthesize force, this resource is to take the enterprise brand as carrier. From the inside of enterprise, the brand competition is the result that allocate enterprise resource (include human resources and material resources resource ) effectively, and showing from enterprise outside for high market share and the great amount profit , appending value height , elder , fine customer of life cycle relation and so on. And the characteris-tic of brand competition is long time in develop, difficult in imitation, and easily to sti-mulate and stretch.Based on the characteristic of medium-sized and small enterprises, this text mainly study the method of total quality management, technological innovation administration and marketing management.更多还原