工商管理论文哪里有？本文研究丰富了品牌建设相关理论在中国出口型中小企业品牌建设的应用，并为推动这类企业品牌建设提供了切实可行的实践指导意见和参考。
Chapter 1 Introduction
1.2 Research Significance
The research significance of this paper mainly includes two aspects: academic value and practical value. Its academic value is mainly reflected in the following aspects: Firstly, brand building is a complex and multi-dimensional process, involving brand positioning, brand communication, brand maintenance and so on. Through the analysis of Company A, this study can refine and deepen the relevant concepts in brand management theory, such as brand awareness, brand personality, brand judgement, etc., provide more rich and vivid case materials for the academic community, and help further verify and improve the theoretical framework of brand management; Secondly, enriched the theoretical research on brand building of Chinese export-oriented SMES under the digital background. Its practical value is mainly reflected in: Firstly, through a detailed analysis of Company A's brand building practice, this study will extract a series of operable brand building tactics and methods, such as how to enhance brand awareness, how to shape distinct brand personality, how to use build brand community and promote brand co-creation, etc., to provide practical guidance for enterprises of the similar situation; Secondly, contributions to build a Chinese brand matrix, help to get rid of some of the bad stereotypes left over from history about “Made in China” and jointly promote from “Made in China” to “Brands from China”.
Chapter 3 Introduction of Company A & Its Current Brand Building Status
3.1 The Introduction of Company A
Company A, located in Zhongshan city, Guangdong Province, was founded in 1992. The proportion of the company's production for export has reached about 80% all the year round, and the annual output value was about 180 million yuan in 2023, with the contribution of about 32 million yuan from American market. The main products of Company A are automotive lamps, which are mainly divided into two categories: one is used to match the original vehicle installation, including the OEM and aftermarket installation; The other is for racing based on various user needs, such as decorative or functional requirements. And a very representative product is automotive offroad lamp. By the end of 2023, Company A has a total of about 260 employees, its own plant covers an area of about 66,000 square meters, and has built a world-advanced production base covering the whole process of the product, including dust-free workshop, SMT workshop, injection workshop, automatic gluing workshop, ultraviolet coating workshop, vacuum plating workshop, etc. Besides, a laboratory of world advanced level in its industry was established, including: lamp photometric characteristics test system, optical metering machine, photometric integrating sphere, salt spray testing machine, high & low temperature testing machine, water resistance testing machine, dust resistance testing machine, vibration testing machine and so on. Company A was TS16949 certified in 2011. These have formed a strong guarantee for product development, production, testing and quality control.
Chapter 5 The Optimization of Company A’s Brand Building
5.1 Enhance Exposure to Increase Brand Awareness
5.1.1 Enhance Exposure to Consumers
Through the analysis on Company A’s sales structure and Figure 4-1, we can see that Company A’s brand is stopping from the (end) consumers by those importers who are giving orders to support Company A’s survival while refuse to use Company A’s brand. In other words, most brand building work of Company A is limited to importers or wholesalers and cannot be passed on to (end) consumers. Therefore, Company A should put more resources into exposing to (end) consumers in its brand building, rather than mainly exposing to importers or wholesalers as it is now. When the end consumers recognize the brand of Company A and even become loyal followers, those importers who refuse to use Company A’s brand will naturally change their stance.
The figure below illustrated the optimization suggestion on the transformation of brand building exposure for Company A as follows:
5.2 Shape Distinct Brand Personality
The cause of Company A’s brand imagery is imageless is that Company A’s brand lacks unique brand associations. Brand personality plays a crucial role in solving the problem that a brand is lack of unique brand associations (Keller, 2006). Many empirical researches verified that a brand with a distinct personality is more likely to attract consumers' attention and love, thus forming unique brand associations and positive brand evaluations (Mark and Prarson, 2003). When a brand has a distinct personality, consumers can quickly distinguish it from other brands, forming a strong brand identity. And this recognition is the basis for building unique brand associations (Keller, 2003). By shaping a unique brand personality, a brand can occupy a unique position in the hearts of consumers and form a competitive advantage that is difficult to be imitated (Kapferer, 2013). This competitive advantage helps brands build unique brand associations and stand out in the market. Therefore, the problem that Company A’s brand lacks unique brand associations can be effectively solved by shaping and strengthening the brand personality.
Chapter 6 Conclusions, Implications, Limitations and Future Research
6.1 Conclusions
According to CBBE (Keller, 1993) model, the goal of brand building is to make the brand loved by as more consumers as possible, so as to achieve brand resonance and enhance the brand equity. And the content of brand building is mainly for the brand to answer four questions, to which the brand equity comes from the differentiated effect of the consumers’ response.
The first question needs to be answered is “who are you”. It is about some basic presentation of the brand. More specifically, what is the name of the brand? How does the brand look like? What does the brand do? Company A gave the answers, but it gave to the wrong audiences. (end) Consumers should be the correct audiences. After figuring out who should be receiving the answers, Company A needs to consider how to deliver the answer well. As the goal of brand building is to make the brand loved by as more consumers as possible, it will be much better if the way of delivering the answer is more efficient. Unfortunately, Company A chooses the old way, which is much less efficient than digital marketing. Therefore, the author suggests Company A uses digital marketing to enhance its brand’s exposure to consumers.
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