论文部分内容阅读
由于国际金融危机,依托OEM为经营模式的中小企业风光不再,甚至纷纷倒闭。面对这样的形势,珠三角企业必须尽快发展自主品牌,向产业链高端转移。而自主品牌的创建不仅需要自主科技创新,更需要自主文化创新和自主品牌形象的塑造。勇开风气之先的广东珠三角企业在打造自主品牌形象过程中存在一些明显的误区和问题,其中最关键性的是文化缺失与错位。如何找寻对策,提升珠三角制造业的形象竞争力,使中小企业在有限的资源条件下化危为机,从而实现跨越式发展。
Due to the international financial crisis, relying on OEM business model for the SME scenery is no longer, and even have closed down. Faced with this situation, the Pearl River Delta enterprises must develop their own brands as soon as possible to the high-end industrial chain transfer. The creation of independent brands not only need independent scientific and technological innovation, but also independent cultural innovation and independent brand image. There are some obvious errors and problems in the process of building their own brand image in Guangdong Pearl River Delta enterprises which are the first to open up the trend. Among them, the most crucial point is the lack of culture and the dislocation. How to find countermeasures to enhance the image competitiveness of the manufacturing industries in the PRD so that SMEs can turn crises into opportunities in the limited resources so as to achieve leapfrog development.