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Brand operation and management of small and medium enterprises


Abstract: With the market competition becomes more intense homogenization, business development simple win with quality, product differentiation strategy for increasing the effectiveness of reduction. On the other hand,[link widoczny dla zalogowanych], in the In such a market structure and competitive situation, the small and medium enterprises how to use their limited resources, operations and management of their brands has become an important factor affecting their development. Chinese papers League finishing. Keywords: SME Brand Operations Management under the world's leading management consulting firm McKinsey & Company's analysis, the large companies have nearly 50% of the market value comes from intangible assets, intangible assets, the enterprise brand value among the important part. On the other hand, more developed and mature Chinese manufacturing industry, competition has become increasingly apparent homogeneity, a simple business development to quality, product differentiation strategies to support the effectiveness of increasingly reduced. When there is quality on the market similar or competing with the substitutability of products, for consumers, is often not the products from the brand to seek and obtain more value. Therefore, more and more industries found that In such a market structure and competitive situation, the small and medium enterprises to develop their own brand has become an important aspect of their development. Development of SMEs SME brand small scale, providing products and services is limited, do the well-known brands, requires a lot of money and human, material, which is generally small and medium enterprises can not bear. Therefore, in general, SMEs lack a clear strategy of brand development, there is no clear positioning strategy to support brand building; lack of long-term planning to develop brand strategy; brand development without taking into account the expectations of customers the brand already; brand local color too strong, can not open the national and global markets; to give the brand a certain value, and customers do not consider the competitive situation existing on the views of the competing brands, only from the perspective of their own. At the same time SMEs also face pressure from a strong brand. SME brand operation and management of the main issues 1. Brand awareness is weak. Since SMEs generally smaller, backward management, production and marketing of products still remain in the concept, ignore the brand creation, brand management. Generally agreed that many companies make the brand is a long process, lack of strategic brand development, brand awareness weak. Moreover, excessive reliance on other people's brand, can not enjoy the huge profits from their own brand. Therefore, SMEs must be in the product, service, quality, etc., re-branding awareness, otherwise, will be eliminated. 2. Theoretical guidance for the lack of brand management. Lack of theoretical knowledge. Brand management has taken a simple, product-focused brand strategy and management, the development of the 20th century, 90's to the marketing management philosophy to develop and manage brand strategy of century, the brand management has developed to a Because of its reasons for SMEs generally lack awareness and advanced knowledge of brand management, corporate brand management generally still in a product-centered brand management. Its characteristics are the first company attaches great importance to product function and quality that the brand synonymous with the product image, brand strategy hopes to drive sales and increase market share and short-term perspective planning and implementation of brand management activities. Brand and linked to a single transaction can not be invested in understanding the importance of brand and customer relationships, which is not conducive to further development of enterprises. The other hand, the promotion of brand behavior order, only first, locate, and then packaging. Many SMEs often lack the correct theoretical guidance in the development goals are not clear, the concept is not clear, the product does not clear the contents of the case to wantonly packaging, and then position, given idea, causing a huge waste of corporate resources. Not fully understand the brand's role in buying behavior. Brand purchase behavior into the role of the process: awareness, interest level, awareness / difference degree, preference, purchase desire, loyalty, and several other levels, well-known companies or products from consumers to purchase or loyalty degree there is a great distance. SMEs in developing their own brands, do not know how to adjust according to customer behavior, existing and potential customers do not understand the attitude and understanding of the brand, brand strategy, just stay in the degree of visibility and awareness. Brand Management for SMEs specific strategies aimed at brand management capabilities to maximize profitability for the brand and increase the role and expansion of the brand space, that is, actively and steadily existing brand names extended to new products and new markets, expanding the scope of the role of the brand to increase the enterprise value, the role of the brand extension of time. SMEs operating through the brand, from the parties continue to enrich the connotation of the brand, and brand focused, continuous development and expansion of enterprises. 1. Strengthen the brand decision-making more scientific. SMEs in China for the paid insufficient attention to scientific decision-making, which has become a brand in the fatal operation of a major weakness. In business start-up period, small businesses, information sources and narrow, and brand management and operation capacity of small magnitude, the operators use their experience can be the right brand of decision-making. However, with the development of enterprises still use the term Therefore, there must be scientific decisions to participate in the brand's overall operation. 2. Accurate positioning and promotion of brands. As consumers become more and more demand for personalized, the brand must have a distinctive personality, and a qualitative difference between competing brands, the difference must have a unique advantage, the brand has become the brand of the exact location of the premises and whether the normal operation of the basis. Brand positioning refers to the brand's own characteristics and advantages of the psychological needs of the target consumer the process of unity, while the minds of consumers in the target set by the distinctive differences of competitive advantage and position, which targeted consumers. Many SMEs lack the brand system, scientific unity, so that consumers end up conflicting emotions, which cause great loss of brand development. Therefore, brand positioning requirements are relatively stable, united, must meet the target market of consumers values ​​and preferences. Form of advertising to meet its development requirements. Many SMEs, due to many reasons, and sometimes an ad will continue to use for many years. In all stages of brand development, corporate branding will be focusing on the content is not the same. On the other hand, consumer groups in the change, the times are changing, companies have the brand concept has been corrected, businesses and consumers to communicate in the process, it must vary with the stage of changing content. Ad content to emphasize the connotation of the brand, creative advertising information through the stimulation of interest in potential customers to the brand through a variety of ways to make customers understand and value the characteristics of the brand.