商业经济与管理

本文针对浙江民营企业创建自主品牌过程中存在的误区,结合浙江区域经济的特点,构建了适合浙江民营企业的多层次品牌战略框架。建议浙江民企要有效利用目前的优势,科学地进行品牌规划,努力形成品牌核心竞争资源,实现可持续发展。

This article firstly analyses some problems in the process of establishing their own brands in Zhejiang middle or small-scale private enterprises.Combined with the characteristics of Zhejiang local economy,a multilayer frame of brand strategy is set up to fit Zhejiang private enterprises.This article also gives some suggestions that Zhejiang private enterprises should make use of their current advantages efficiently,design their brands scientifically,endeavor to form kernel competition resources of brands,and realize the sustainable development.