Research on the brand building strategy of small- and medium-sized enterprises in the Digital Economy Era
Shandong Institute of Commerce and Technology, Jinan, Shandong, China
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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