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就中国企业规模的整体水平而言,95%以上属于中小型企业。他们所拥有的企业资源和以海尔、联想为代表的大型企业是不能同日而语的。整体规模小、研发水平低、市场开拓能力差、资金实力弱是中国中小型企业普遍的现实情况,所以很多现在非常适用于大型企业的品牌运作策略并不一定适应中小型企业的品牌发展。在这种情况下,我们有必要来认真思考适合中国国情的中小型企业品牌运作策略。
As far as the overall scale of Chinese enterprises is concerned, more than 95% belong to small and medium-sized enterprises. They have the business resources and to Haier, Lenovo, represented by large enterprises can not be the same. The overall small size, low level of research and development, poor market development ability, weak financial strength is a common reality for small and medium enterprises in China, so many are now very suitable for large enterprises operating strategy brand does not necessarily adapt to small and medium enterprises brand development. Under such circumstances, it is necessary for us to seriously think about the brand operation strategy for small and medium-sized enterprises that suits China's national conditions.