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Brand positioning of SMEs in China

Author: WangShaoJun
Tutor: HuZhengMing
School: Shandong University
Course: Business management
Keywords: SMEs Brand Locate
CLC: F276.3
Type: Master's thesis
Year: 2005
Downloads: 1335
Quote: 1
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Abstract


Brand positioning brand strategy and core content, but also create the foundation and guarantee of the brand. Wei brand positioning, to establish a clear image different from competitors' brands to meet the needs of the consumers in the market is the corporate brand, its purpose is to occupy a favorable position in the minds of potential consumers. Many small and medium enterprises in China, but in the coming era of brand competition, most businesses at a loss, lack of brand strategy planning. Especially in terms of brand positioning, generally ignored the importance of brand positioning, or positioning penetration is poor or inaccurate positioning, or positioning identical, did not create many distinctive Lenovo rich, high-prestige, high-value sense, high reputation and strong brand loyalty. The existence of these problems seriously affected and restricted the growth and long-term development of the SMEs. Based on the reality of the problem, this article is intended to seek scientific and rational solutions and countermeasures, to effectively solve the problem of SME brand positioning, thus enriching the theoretical research in this area, and also provide a useful reference for the majority of small and medium business and recommendations . Extensive collection of brand positioning literature, starting from the point of view of SMEs, a detailed analysis of the problem of brand positioning. In the content and methods of the study, the main theory with practice, the theory elaborated with examples of the combination of research methods to clarify the issue. Review and integration, in addition to competitive SME brand identity and brand positioning theory proposed for the strategic framework of SME brand positioning and strategy, in the current network competition environment for SMEs, how to develop brand positioning to do the appropriate degree of innovation and exploration. The text is divided into six chapters: Chapter 1 is an introduction on the significance of the topic and ideas; Chapter II Theory of SME positioning, the basic theory focuses on SME brand positioning; Chapter SME brand positioning current situation and problems, analyze the current situation and existing problems of SME brand positioning: Chapter IV is a the SME brand positioning program design, build brand positioning strategy framework; fifth chapter is the implementation of SME brand positioning; sixth chapter focuses on the development of the of SME brand positioning in the new economic situation, the of SME brand positioning in the network environment to carry out. By more than a few part of the content of the elaborate and comprehensive analysis of SME brand positioning, thereby further enriching the the SME brand positioning research.

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CLC: > Economic > Economic planning and management > Enterprise economy > A variety of enterprise and economic > Small and medium-sized enterprises, township enterprises
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