摘要当今社会，企业间的竞争已经转向了品牌之间的竞争，品牌建设是每个谋求发展的企业必须面对的课题。本文通过论述品牌及品牌建设的重要性，主要对中小企业面临的品牌建设现状进行了分析，指出了中小企业进行品牌建设的机遇并针对中小企业常见的品牌建设问题给出了相应的建议。本文强调中小企业首先必须培育品牌意识，在品牌建设中则要重点关注品牌的定位并利用整合营销的思维进行品牌的宣传。再以佬土鹅肠火锅为例，分析了佬土的品牌建设现状并配合佬土的经营方向提出了调整品牌标识和品牌定位以及拓宽品牌营销渠道两种对策。当然每个企业在品牌建设中遇到的问题都有不同，企业最终还是应该根据自身情况选择合适的解决方案。86223

毕业论文关键词：中小企业；品牌；品牌建设

The brand building of small and medium-sized enterprises(Take the Lao Tu Goose Intestine Hot Pot as an example)

Abstract In today's society, the competition of enterprises has turned to the competition of the brands, and the brand building is a task that every enterprise that seeks to develop must face。 Through discussing the importance of brand and brand building, this paper mainly analyzed the situation of brand building of the small and medium-sized enterprises,and pointed out the opportunities of them。Further more,this paper also gave some suggestions to the common problems of brand building of the small and medium-sized enterprises。 This paper emphasized the importance that at first the small and medium-sized enterprises must cultivate the brand awareness, and when it comes to the brand building,the enterprises must pay an important attention to the brand positioning and make the use of the integrated marketing thinking to carry out the brand promotion。 And next,the paper took the Lao Tu Goose Intestine Hot Pot as an example, and analyzed the situation of the brand building of Lao Tu and at last,two suggestions of adjusting the brand identity and brand positioning and broadening the brand marketing channels were given to cooperate with the business direction of Lao Tu。 Of course, the problems that each enterprise faces are different from each other,so enterprises should ultimately choose the suitable solution according to their own situation。

Keywords:Small and medium-sized enterprises;brand;brand building

目录

0 引言 1

1 中小企业品牌建设的相关理论 2

1。1 中小企业的界定 2

1。2 品牌的内涵及作用 2

1。2。1 品牌的内涵 2

1。2。2 品牌的作用 3

2 中小企业品牌建设的现状 4

2。1 中小企业品牌建设的现状分析 4

2。2 中小企业品牌建设的机遇 4

2。3 中小企业品牌建设存在的问题 5

2。4 中小企业品牌建设的对策建议 6

3 佬土鹅肠火锅品牌建设案例分析 8

3。1 佬土鹅肠火锅介绍 8

3。2 佬土鹅肠火锅品牌建设现状分析 9

3。2。1佬土鹅肠火锅的品牌定位优势 9

3。2。2佬土鹅肠火锅的管理优势 11

3。2。3佬土鹅肠火锅品牌建设存在的不足 12

3。3 佬土鹅肠火锅品牌建设建议