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《The Limitations and Strategies of Small and Medium-sized Enterprises in Building Brands 英语毕业论文》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、第16页TheLimitationsandStrategiesofSmallandMedium-sizedEnterprisesinBuildingBrandsBrandsareimportant.Brandsarethemajorenduringassetofanentity,outlastingthespecificproductsandfacilities.RobertoGoizueta,thelateCEOofCoca-Cola,commented:“Allourfactoriesandfacilitiescouldburndowntomorrowbutyo
2、u’dhardlytouchthevalueofthecompany;allthatactuallyliesinthegoodwillofourbrandfranchiseandthecollectiveknowledgeinthecompany.”①Undermanycircumstances,consumerspurchaseaproductbecauseofthebrand.However,buildingastrongbrandisnoteasy,especiallyforsmallandmedium-sizedenterprises(SMEs).Weall
3、knowbuildingabrandinvolvesresearch,advertising,promotion,marketingchannel,humanresources,publicrelationsandsoon.Allthesetakemoney,timeandmarketingexpertise.Smallandmedium-sizedenterpriseshaveadisadvantageinalmostalloftheseaspectscomparedwithbigenterprises.Inaword,theyjustcannotaffordto
4、lose.ILimitationsinBrand-buildingThelimitationsofsmallandmedium-sizedenterprisesinbuildingasuccessfulbrandinclude,amongothers,thescaleofbusiness,humanresources,financialresources,time,corporatecultureandsoon.1.1TheScaleofBusinessThestructureofthemajorityofsmallandmedium-sizedenterprise
5、issimple,andthescaleusuallyisverysmall.Thesmallscalecanbeabigbarriertobuildingagoodbrand.Thelarge-scaleproductionisanimportantexternalcharacteristicoffamous-brandenterprises.Generallyspeaking,thekindofsuperiorityofthebrandcaneffectivelymanifestthroughthescaleofeconomies,thebigenterpris
6、epromotesthenewproducthasthecompetitivepowercomparedtothesmallenterprises;thisisitsprestigesuperiority.Thereforeaccordingtomyviewpoint,wemustconstructthebrandbutnotconstructthebrandeagerly,sizesupthesituation,andholdsthebestopportunitytopromoteourbrand.Tocompletethebranditalsodependson
7、thegoodqualityofthe第16页producttoenrichit.1.1HumanResourcesInourcountry,thequalityofpersonnelinmostsmallandmedium-sizedenterpriseisgenerallymuchlowerthanthatinbigcompanies.Butsmallbusinessesstillfaceadauntingtaskofbuildingagoodbrand.Themassiveworkisfearsdifficulty.Thisneedsaspecialize
