摘要
在产品同质化日益严重和顾客消费习惯不断演进的今天,品牌日益成为企业提升竞争优势的主要源泉。在分析品牌竞争力的内涵及其表现形式的基础上,从外显性竞争力和潜在性竞争力2个维度,识别中小企业品牌竞争力的组成元素,进而分析研究适合中小企业品牌成长的路径,并对中小企业品牌成长的不同阶段进行分析,根据中小企业品牌不同成长阶段的特点,提出相应的品牌策略。
Product homogeneity brand has inc analyzing the reasingly become in the increasingly serious and customer spending habits continue to evolve the main source of enterprises to enhance the competitive advantage. On the connotation and manifestation of brand competitiveness, from the explicit and potential competitive-ness of two dimensions of competitiveness, the paper identifies elements of the small and medium enterprises＇ brand competitiveness, and then analyzes the path of growth for small and medium-sized enterprises, and analyzes the dif- ferent stages of the small and medium enterprises＇ brand growth. According to the characteristics of small and me-dium enterprises in different： stages of growth, the paper put forward the corresponding brand strategy.
作者
刘洋
徐岸峰
LIU Yang XU An feng(Management School, Harbin University of Science and Technology, Harbin 150080, China)
出处
《科技与管理》
2017年第2期23-29,共7页
Science-Technology and Management
关键词
中小企业品牌
品牌竞争力
成长路径
small and medium enterprises＇ brand
brand competitiveness
growth path
