摘要:随着新经济时代的来临，市场环境发生了极大的变化，品牌已经成为了企业占领市场的重要工具。而随着人们生活水平的提高，品牌的重要性也愈发的凸显了出来。品牌管理是一项系统工程，涉及的学科内容十分广泛，其管理活动兼具科学性与艺术性的特点。在这样的一个大背景下，我国中小企业要在全球范围的竞争中生存下去，必须重视品牌战略，打造科学系统的品牌管理方法。而国内许多中小企业在品牌的经营上仍存在很多问题，如宣传策略不当、合资或联营不当、缺乏创新、没有特色、规模过小等。如今中国市场品牌发展水平还处于初级阶段，很多国内的品牌可能名噪一时，但却很难维持长久的品牌地位。
本文在对品牌战略相关基本概念解析的基础上，着重分析了我国中小企业实施品牌战略的重要性及针对我国中小企业企业在实施品牌战略中存在的问题提出了相关解决方案。
关键词：品牌；中小企业；问题；对策
ABSTRACT:With the advent of the new economic era, the great change has occurred on marketing environment, the brand has become an important tool for dominating the market. And with the improvement of living standards, the importance of brand increasingly highlights. Brand management is a systematic project, involving a wide range of subject, both scientific and artistic characteristics of their management activities.In such a backdrop, SMEs of China must pay more attention to the brand strategy to build a scientific system of brand management, to ensure that they can survive in the worldwide competition. But there are still many problems in brand management of SMEs of China, such as improper promotional strategies, joint venture or associate properly, lack of innovation, nothing special, and the scale is too small and so on. Today, the level of development of the Chinese market brand in its infancy, many domestic brands may be famous for a while, but it’s difficult to maintain its brand position for a long time.
In this paper, based on the resolution in the basic concepts of brand strategy, focus on analysis of the importance of SMEs in the implementation of brand strategy proposed, the problems and solutions in the implementation of brand strategy for SMEs of China.
Keywords: brand; SMEs; problems; solutions
本文主要论述了我国中小企业的自主品牌建设相关问题。从品牌建设现状起笔，分析了目前国内中小企业虽然不断增多，但有品牌的企业还是比较少，全国知名品牌就更少了，品牌的完善还有很长的一段路要走。接着从内部环境和外部环境两个方面论述了我国中小企业品牌建设过程中存在的问题及对策。在上述的基础上，选取了内江市最具代表性的A公司作为重点分析对象，以点带面的分析了国内百货市场创建自由品牌的问题，解决百货创建自由品牌难的问题。
本文采取是文献研究法和个案研究法相结合的研究方法。
在文献研究上，以国内中小企业的品牌建设为研究课题，通过调查相关的文献来获得信息，从而全面、正确的了解掌握国内中小企业自有品牌的发展现状、问题等，为本论文提供了强有力的依据。
在个案研究方面，本文以A公司为特定研究对象，采用深度访谈的形式，直接获取其一手资料，让本文的内容更加的真实可靠。
