摘要
近年来,我国中小企业无论在单位数量还是经济效益指标上都有非常大的增长,中小企业为我国经济的新发展做出了贡献,并已成为国民经济中举足轻重的重要组成部分。但是,随着市场竞争的加剧,我国中小企业单纯以质量、产品差异或价格战的经营策略已经难以维持企业的发展,中小企业必须重视品牌战略,利用自身有限的资源条件培育自有品牌,通过合理的运营管理来获取竞争优势。
In recent years, small and medium - sized enterprise regardless of unit quantity and economic efficiency target all have achieved significant growth. Their contribution is so large to the national economy that they even become a part of it. However, along with the intensive market competition, they fail to maintain their development solely by the quality, product difference or price war management strategy. So they need take the brand strategy to foster their own brand. and gain the competitive advantage through efficient operation.
出处
《商业研究》
北大核心
2006年第21期56-58,共3页
Commercial Research
关键词
中小企业
品牌战略
措施
small and medium - sized enterprise
brand strategy
measure
