摘要
在全球经济一体化和市场竞争日益激烈的背景下，中小企业作为国民经济的重要组成部分，其品牌建设和市场竞争力提升已成为亟待解决的关键问题。本研究旨在探讨中小企业在品牌建设过程中面临的挑战及其对市场竞争力的影响，并提出针对性的优化策略。研究采用定性与定量相结合的方法，通过问卷调查、深度访谈及案例分析，收集了来自不同行业中小企业的数据，系统分析了品牌建设的核心要素及其与市场竞争力之间的关系。结果显示，中小企业的品牌意识薄弱、资源有限以及营销手段单一是制约其品牌发展的主要因素。同时，研究发现，通过强化品牌定位、优化传播策略以及提升产品服务质量，能够显著增强中小企业的市场竞争力。本研究的创新点在于首次将品牌资产理论与中小企业实际情况相结合，构建了一个适用于中小企业的品牌建设评估模型，并提出了具体可行的操作路径。这一研究成果不仅为中小企业提供了实践指导，也为相关领域的理论研究拓展了新视角，具有重要的学术价值和现实意义。
关键词：中小企业；品牌建设；市场竞争力；品牌资产理论；优化策略
Abstract
In the context of global economic integration and increasingly fierce market competition, small and medium-sized enterprises (SMEs), as a crucial component of the national economy, face the pressing challenge of enhancing their brand construction and market competitiveness. This study aims to explore the challenges encountered by SMEs in brand building and their impact on market competitiveness, while proposing targeted optimization strategies. By employing a mixed-methods approach that combines qualitative and quantitative research, data were collected from SMEs across various industries through questionnaires, in-depth interviews, and case studies. The core elements of brand construction and their relationship with market competitiveness were systematically analyzed. The findings indicate that weak brand awareness, limited resources, and单一 marketing approaches are the primary constraints hindering brand development in SMEs. Furthermore, the study reveals that strengthening brand positioning, refining communication strategies, and improving product and service quality can significantly enhance the market competitiveness of SMEs. A key innovation of this research lies in its pioneering integration of brand equity theory with the specific realities of SMEs, leading to the development of an evaluation model tailored for SME brand construction and offering concrete, actionable pathways. This research not only provides practical guidance for SMEs but also expands theoretical perspectives in related fields, demonstrating significant academic value and practical implications.
Keywords：Small And Medium Enterprises; Brand Building; Market Competitiveness; Brand Equity Theory; Optimization Strategies
目 录
摘要 I
Abstract II
一、绪论 1
(一) 中小企业品牌建设的研究背景 1
(二) 品牌建设与市场竞争力提升的意义 1
(三) 国内外研究现状分析 2
二、中小企业品牌建设的核心要素 2
(一) 品牌定位与差异化策略 2
(二) 品牌文化与价值塑造 3
(三) 品牌传播与渠道选择 3
三、中小企业市场竞争力的提升路径 4
(一) 产品创新与质量优化 4
(二) 客户关系管理与服务提升 4
(三) 竞争情报与市场动态分析 5
四、品牌建设与市场竞争力的协同机制 5
(一) 品牌资产对竞争力的影响 5
(二) 资源整合与战略匹配 6
(三) 持续改进与绩效评估 6
结 论 8
参考文献 9
