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Economic and Business Management
book

Economic and Business Management

by Xiaoxia Huang, Feng Zhang
March 2022
Intermediate to advanced content levelIntermediate to advanced
294 pages
16h 47m
English
CRC Press
Content preview from Economic and Business Management

Research on the brand building strategy of small- and medium-sized enterprises in the Digital Economy Era

Xiaohong Zhang

Shandong Institute of Commerce and Technology, Jinan, Shandong, China

DOI: 10.1201/9781003203704-2

ABSTRACT: This paper discusses the impact of digital economy on the brand building of enterprises, as well as the significance, existing problems and countermeasures of brand building of small- and medium-sized micro-enterprises under the digital economy. Small- and medium-sized enterprises need to re-recognize the ways and methods of brand building, carry out personalized brand positioning and image system construction, make full use of network platform and digital technology for brand communication and promotion, so as to ...

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Publisher Resources

ISBN: 9781000581621