摘  要
自主品牌是一種商品的標志和無形資產(chǎn),是企業(yè)以自有知識產(chǎn)權(quán)為基礎(chǔ)的核心競爭力。如今市場競爭越來越激烈，大部分企業(yè)單位都開始注重自主品牌的建立，認識到自主品牌的重要性，越來越多企業(yè)單位將大量的人力物力投入到自主品牌的建立上。中小企業(yè)是我國市場經(jīng)濟的一大特色，目前中小企業(yè)已經(jīng)成為市場經(jīng)濟主體中最有活力、發(fā)展最為迅速的部分，但是，中小企業(yè)對于品牌效益的重視卻是少之又少。
本文首先對自主品牌的基本理論進行了概述，其次，本文根據(jù)中小企業(yè)的現(xiàn)狀，指出了中小企業(yè)自主品牌建立的必要性以及建立自主品牌的對策。在此基礎(chǔ)上，本文主要針對臺州博盛塑業(yè)有限公司的自主品牌建立存在的問題提出了五個對策：樹立自主品牌意識，加大資金投入，引進技術(shù)人才，追求卓越管理，打造品牌忠誠。這樣該公司才能有效的建立自主品牌，以提升企業(yè)的品牌競爭力和創(chuàng)造更多的利潤。

關(guān)鍵詞：自主品牌；中小企業(yè)；品牌競爭力

 
Abstract
The independent brand is a commodity signs and intangible assets, is the enterprise based on its own intellectual property of core competitiveness. Nowadays more and more intense market competition, the majority of enterprise unit is beginning to focus on the establishment of independent brands, recognizing the importance of independent brands, more and more enterprises unit will be a lot of manpower resources into independent brand establishment. Small and medium-sized enterprise is one of the features of Chinese market economy, small and medium-sized enterprises at present has become the most dynamic main body of the market economy, the fastest-growing part of small and medium-sized enterprises, however, for the benefit of brand value is rare.
First, the basic theory of independent brands are summarized, second, according to the present situation of small and medium-sized enterprises, points out the SMES independent brand and establish the necessity of establishing the independent brand countermeasures. On this basis, this article mainly aims at Taizhou Bo Sheng Plastic Co. LTD. Establish independent brand issue of the five countermeasures: establish independent brand awareness, increase investment, the introduction of technical talents, pursuit of excellence management, build brand loyalty. The company is to be effective in establishing the independent brand, in order to improve enterprise’s brand competitiveness and create more profits.

Key Words: Independent brand ；Small and medium-sized enterprise；Brand competitiveness

 
目錄
一、 引言 1
二、自主品牌的基本理論 2
（一）自主品牌的定義 2
（二）中小企業(yè)的特點、自主品牌建立現(xiàn)狀 2
（三）中小企業(yè)建立自主品牌的必要性 4
（四）中小企業(yè)建立自主品牌的對策 4
三、臺州博盛塑業(yè)有限公司的現(xiàn)狀 5
（一）臺州博盛塑業(yè)有限公司簡介 5
（二）臺州博盛塑業(yè)有限公司品牌經(jīng)營現(xiàn)狀 5
四、臺州博盛塑業(yè)有限公司自主品牌建立存在的問題 6
（一）內(nèi)部情況調(diào)查 6
（二）存在的問題 9
（三）原因分析 10
五、臺州博盛塑業(yè)有限公司自主品牌建立的對策 10
（一）提高企業(yè)尤其是企業(yè)家建立自主品牌的意識 10
（二）加大自主品牌建設(shè)投入 11
（三）提高技術(shù)創(chuàng)新能力 11
（四）追求卓越管理，提高產(chǎn)品質(zhì)量 11
（五）打造品牌忠誠，提升品牌競爭力 11
六、結(jié)語 12
致   謝 13
參考文獻 14
附錄 16