Building strong brand in chinese SMEs: obstacles and strategies

被引：0
|
作者：
Li, Jingjing [1 ]
Chai, Junwu [1 ]
机构：
[1] Univ Elect Sci & Technol China, Sch Management, Chengdu 610054, Peoples R China
来源：
PROCEEDINGS OF 2007 INTERNATIONAL CONFERENCE ON MANAGEMENT SCIENCE AND ENGINEERING MANAGEMENT | 2007年
关键词：
SMEs; brand building; brand obstacle; brand strategy;
D O I：
暂无
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
Brand is a very important asset for any enterprise, and is an important means for enterprises to participate in market competition. However China's small and medium-sized enterprises (SMEs) are facing difficulties to build strong brand. Based on SMEs' characteristics and brand obstacles, using resource theory, life-cycle theory and core value theory, this paper will develop strategies to build strong brand in Chinese SMEs from "extra leverage" and "independent" perspectives.
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页码：150 / 156
页数：7
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