On August 30 afternoon, in " the shoe takes a brand to grow model the enterprise orders goods strategy of meeting whole journey " on the lecture, medium and small businesses of mainland of river of advance of close a hunderd schools assembles in, our newspaper reporter " Jin Jiang is medium or small the shoe takes company brand to develop the current situation " undertook spot questionnaire.

This second investigation extends in all 140 questionnaire, among them effective questionnaire is 102. To after the questionnaire of afore-mentioned company controller is investigated, showing, the Jin Jiang of 76% suffers visited an enterprise to enter brand period, what think the brand becomes an enterprise to develop is inevitable, although face endless brand to run a course; The industry of 90% also expresses, will continue to insist to make a brand. Current, native land small and medium sized business thinks, the greatest difficulty that faces in brand management process remains capital and talented person, next ordinal be: Terminal, product is coessential change, inventory and after service.

Capital and talent are a brand manage " two catastrophe "

For the Jin Jiang medium and small businesses that builds initial stage to the brand, from it is the road that was on a brand to manage below the condition with limited natural resources at the beginning, and we check the discovery on questionnaire not hard also from tone, capital, talent is the biggest difficult problem that puzzling their brand to manage all the time, be in especially cost of raw material, labor rises this year, money falls from close austere outside pressure, medium and small businesses must tighten chatelaine lives, the cost that the brand runs appears more high.

The personage inside some course of study discloses to the reporter, card business adopted the essay in much to guard strategy steadily this year, as far as possible cost saving expenditure, strive for as far as possible not be out of pocket, it is dot of can little compensate probably, labor force in order to wait for. Come so, can dialing the budget that has popularizing a brand is more " have too many problems to deal with " . And on the other hand, if medium and small businesses does not make a brand, cannot gift the additional cost with higher product, face one crowd coessential the product that turn, can be flooded only, lose vivosphere.

"Without money, still do not have a talent, how to make a brand? " Aoteman (China) one language spoke Yao Yong of chief inspector of juvenile products limited company at present medium and small businesses runs the another hot water that go up in the brand, he expresses, brand promotion budget is limited, can carry sound program option, reduce advertisement to put in or be to seek the agency of economic material benefit to replace; Market channel also can lend agency existing network laid, but the construction of oneself talent team is not in one day can come true, a lot of companies here are the early days that making a brand, just pass undermine the foundation hurriedly, or from the company other department transfers, maintained this so called brand to engineer a ministry constrainedly, such group also lets at present the Jin Jiang medium and small businesses of great majority is on brand journey ability not equal to one's ambition.
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