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