英语本科毕业论文-The Limitations and Strategies of Small and Medium-sized Enterprises in Building Brands

英语本科毕业论文-The Limitations and Strategies of Small and Medium-sized Enterprises in Building Brands

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页数:16页

时间:2019-03-30

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1、第16页TheLimitationsandStrategiesofSmallandMedium-sizedEnterprisesinBuildingBrandsBrandsareimportant.Brandsarethemajorenduringassetofanentity,outlastingthespecificproductsandfacilities.RobertoGoizueta,thelateCEOofCoca-Cola,commented:“Allourfactoriesandfacilitiescouldburndowntomorrowbutyou’dhardlyt

2、ouchthevalueofthecompany;allthatactuallyliesinthegoodwillofourbrandfranchiseandthecollectiveknowledgeinthecompany.”①Undermanycircumstances,consumerspurchaseaproductbecauseofthebrand.However,buildingastrongbrandisnoteasy,especiallyforsmallandmedium-sizedenterprises(SMEs).Weallknowbuildingabrandin

3、volvesresearch,advertising,promotion,marketingchannel,humanresources,publicrelationsandsoon.Allthesetakemoney,timeandmarketingexpertise.Smallandmedium-sizedenterpriseshaveadisadvantageinalmostalloftheseaspectscomparedwithbigenterprises.Inaword,theyjustcannotaffordtolose.ILimitationsinBrand-build

4、ingThelimitationsofsmallandmedium-sizedenterprisesinbuildingasuccessfulbrandinclude,amongothers,thescaleofbusiness,humanresources,financialresources,time,corporatecultureandsoon.1.1TheScaleofBusinessThestructureofthemajorityofsmallandmedium-sizedenterpriseissimple,andthescaleusuallyisverysmall.T

5、hesmallscalecanbeabigbarriertobuildingagoodbrand.Thelarge-scaleproductionisanimportantexternalcharacteristicoffamous-brandenterprises.Generallyspeaking,thekindofsuperiorityofthebrandcaneffectivelymanifestthroughthescaleofeconomies,thebigenterprisepromotesthenewproducthasthecompetitivepowercompar

6、edtothesmallenterprises;thisisitsprestigesuperiority.Thereforeaccordingtomyviewpoint,wemustconstructthebrandbutnotconstructthebrandeagerly,sizesupthesituation,andholdsthebestopportunitytopromoteourbrand.Tocompletethebranditalsodependsonthegoodqualityofthe吉林华桥外国语学院毕业论文用纸第16页producttoenrichit.1.1H

7、umanResourcesInourcountry,thequalityofpersonnelinmostsmallandmedium-sizedenterpriseisgenerallymuchlowerthanthatinbigcompanies.Butsmallbusinessesstillfaceadauntingtaskofbuildingagoodbrand.Themassiveworkisfearsdifficulty.Thisn

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