摘要
与市场营销国限化相对应的品牌全球化,迫使众多企业实施品牌营销战略.然而,由于中小企业规模较小、资源困乏、人才欠缺、信息闭塞等客观条件限制,使得他们在实施品牌战略过程中,步履维艰.为此,探讨了中小企业应如何从客观条件出发,合理选择有效、可行的品牌战略,并给出相应的对策及建议.
The brand globalism corresponding with the market business internationalism has forced many enterprises to carry out the brand business strategy.However,in the process of implementin brand strategy, the middle-small enterprises step hard due to some restricitons of objective conditions such as small-scale.inadequate resources, shortness of manpower, information unenlightened and so on.Therefore, Nowadays it is the most important task the middle-small enterprises must do how to select reasonably effectible and possible brand strategy based on the objective conditions they are facing.
出处
《科技进步与对策》
CSSCI
北大核心
2003年第5期155-156,共2页
Science & Technology Progress and Policy
关键词
中小企业
品牌战略
虚拟经营
共生营销
OEM
brand: OEM (original equipment manufacturer)
inventory ecoynomy
strategy selection
