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在经济发展“新常态”背景下,少数民族地区的生产和贸易规模逐渐壮大,成为影响民族地区经济发展以至于全国经济发展的重要因素。21世纪将是品牌纵横的世纪,相应地,品牌权益的构建也被提到相当重要的地位。而我国少数民族企业在经营过程中存在的品牌意识薄弱、定位不准、资源支持不足等问题严重阻碍了其品牌化的发展。因此,对品牌问题的研究刻不容缓。深入分析了少数民族品牌发展的现状,并提出了构建民族品牌权益的新思路及相关建议。
Under the background of economic development and the “new normal”, the scale of production and trade in ethnic minority areas gradually expanded and became an important factor that affected the economic development in ethnic areas and even the national economic development. The 21st century will be a brand of vertical and horizontal century, correspondingly, the construction of brand equity has also been referred to a very important position. However, the problems of brand awareness, inaccurate positioning and lack of resources support in the course of business operation of minority nationality enterprises in our country have seriously hindered the development of their brand. Therefore, the research of brand problem is urgent. In-depth analysis of the status of minority brand development, and put forward a new idea of building national brand rights and related recommendations.