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世界经济的飞速发展,市场的竞争从产品数量扩张到产品质量,现在已经进入到品牌和情感的竞争,21世纪是品牌竞争时代。从竞争的形式来看,由单一的点对点竞争转变成复合式的网络式竞争,战略联盟成为众多商家看好的策略。品牌和联盟成为重要的战略手段。在全球化背景下的中国中小企业要参与全球化的竞争必须使用全球化的战略。本文从品牌战略管理的角度出发,借鉴国际品牌使用的品牌联盟策略来研究中小企业的品牌联盟问题,为中小企业提供品牌联盟的过程模型和管理借鉴。
The rapid development of the world economy, the market competition from product volume expansion to product quality, has now entered the brand and emotional competition, the 21st century is the era of brand competition. From the point of view of competition, from a single point-to-point competition into a complex network competition, strategic alliances have become promising strategies for many businesses. Branding and alliances have become important strategic tools. In the context of globalization, China’s small and medium-sized enterprises must take a global strategy to participate in the global competition. From the perspective of brand strategy management, this paper studies the brand alliance problem of small and medium-sized enterprises by referring to the brand alliance tactics used by international brands, and provides the process model and management reference of brand alliance for SMEs.