中小企业自主品牌建立初探[任务书+文献综述+开题报告+毕业论文].doc

摘  要
自主品牌是一种商品的标志和无形资产,是企业以自有知识产权为基础的核心竞争力。如今市场竞争越来越激烈，大部分企业单位都开始注重自主品牌的建立，认识到自主品牌的重要性，越来越多企业单位将大量的人力物力投入到自主品牌的建立上。中小企业是我国市场经济的一大特色，目前中小企业已经成为市场经济主体中最有活力、发展最为迅速的部分，但是，中小企业对于品牌效益的重视却是少之又少。
本文首先对自主品牌的基本理论进行了概述，其次，本文根据中小企业的现状，指出了中小企业自主品牌建立的必要性以及建立自主品牌的对策。在此基础上，本文主要针对台州博盛塑业有限公司的自主品牌建立存在的问题提出了五个对策：树立自主品牌意识，加大资金投入，引进技术人才，追求卓越管理，打造品牌忠诚。这样该公司才能有效的建立自主品牌，以提升企业的品牌竞争力和创造更多的利润。

关键词：自主品牌；中小企业；品牌竞争力

 
Abstract
The independent brand is a commodity signs and intangible assets, is the enterprise based on its own intellectual property of core competitiveness. Nowadays more and more intense market competition, the majority of enterprise unit is beginning to focus on the establishment of independent brands, recognizing the importance of independent brands, more and more enterprises unit will be a lot of manpower resources into independent brand establishment. Small and medium-sized enterprise is one of the features of Chinese market economy, small and medium-sized enterprises at present has become the most dynamic main body of the market economy, the fastest-growing part of small and medium-sized enterprises, however, for the benefit of brand value is rare.
First, the basic theory of independent brands are summarized, second, according to the present situation of small and medium-sized enterprises, points out the SMES independent brand and establish the necessity of establishing the independent brand countermeasures. On this basis, this article mainly aims at Taizhou Bo Sheng Plastic Co. LTD. Establish independent brand issue of the five countermeasures: establish independent brand awareness, increase investment, the introduction of technical talents, pursuit of excellence management, build brand loyalty. The company is to be effective in establishing the independent brand, in order to improve enterprise’s brand competitiveness and create more profits.

Key Words: Independent brand ；Small and medium-sized enterprise；Brand competitiveness

 
目录
一、 引言 1
二、自主品牌的基本理论 2
（一）自主品牌的定义 2
（二）中小企业的特点、自主品牌建立现状 2
（三）中小企业建立自主品牌的必要性 4
（四）中小企业建立自主品牌的对策 4
三、台州博盛塑业有限公司的现状 5
（一）台州博盛塑业有限公司简介 5
（二）台州博盛塑业有限公司品牌经营现状 5
四、台州博盛塑业有限公司自主品牌建立存在的问题 6
（一）内部情况调查 6
（二）存在的问题 9
（三）原因分析 10
五、台州博盛塑业有限公司自主品牌建立的对策 10
（一）提高企业尤其是企业家建立自主品牌的意识 10
（二）加大自主品牌建设投入 11
（三）提高技术创新能力 11
（四）追求卓越管理，提高产品质量 11
（五）打造品牌忠诚，提升品牌竞争力 11
六、结语 12
致   谢 13
参考文献 14
附录 16