Brand Building Stages of Manufacturing SMEs -A Case Study of Sichuan Sanwei Glass Ltd.

摘要

Small and medium-sized enterprises SMEs are important for the healthy development of the national economy. However, the condition of SMEs, especially the condition of manufacturing SMEs is not optimistic. Among its numerous problems, the problem of brand construction is serious. Therefore, the study of brand building in the development and growth of manufacturing SMEs relates to the development of a large number of SMEs and it will have great significance. Through empirical research methods, this paper reviews the theoretical background of Corporate Lifecycles, Brand Building and the characteristics of SMEs, and chooses Sichuan Sanwei Glass Ltd. as the analysis case. Through the longterm research, this paper summarizes the matching degrees and stages of the brand strategy planning for manufacturing SMEs. This paper has both reference and research values for solving the problems encountered in the process of development and growth of manufacturing SMEs.