頁籤選單縮合
題 名 | 強化中小企業品牌管理之論述=Successful Brand Management in SMEs--An Overview |
---|---|
作 者 | 顧萱萱; | 書刊名 | 中小企業發展季刊 |
卷 期 | 15 2010.03[民99.03] |
頁 次 | 頁159-171 |
專 輯 | 品牌經營與中小企業 |
分類號 | 555.45 |
關鍵詞 | 市場導向之組織學習; 品牌管理; 創意行銷; 顧客關係管理; 行銷通路; Market-based organizational learning; Brand management; Creative marketing; Customer relationship management; Marketing channels; |
語 文 | 中文(Chinese) |
中文摘要 | 中小企業雖為多數已開發或新興工業化國家之主要經濟基礎,然因資源限制,品 牌經營議題甚少受到重視。本研究倡導市場導向之組織學習對中小企業品牌行銷之重 要性,並論述中小企業品牌管理策略、綠色創意行銷,以及顧客關係管理的角色,最 後鎖定通路經營,包括健全實體通路關係,誘使通路成員作為其與市場間之橋樑,發 揮推式行銷力量,以彌補其行銷能量之不足,以及思考網路行銷可行性。 |
英文摘要 | Small and medium-sized enterprises (SMEs) account for the vast majority of businesses in most developed or newly industrialized economies. However, SMEs lack the financial resources to have much of an impact, suggesting a limited role of branding for them. Both of SME marketing and brand management are thus relatively young fields of study. This article proposes discussing the ways of successful brand management in SMEs and highlights the roles of market-based organizational learning, brand management strategies, creative marketing, customer relationship management, channel partnership, and internet marketing. |
本系統中英文摘要資訊取自各篇刊載內容。