选择适合的品牌策略是企业于立足市场、取得竞争优势的关键因素。对于大中型企业来说,创建自有品牌,走品牌化经营的道路,早已成共识。然而,因为中小企业普遍存在规模较小、资金实力弱、人员素质偏低、技术水平落后等问题,所以有关中小企业是否要创建自有品牌并走品牌化经营的道路一直是有争议的话题。一种观点认为, Choosing the right brand strategy is the key factor for enterprises to gain a competitive edge based on the market. For large and medium-sized enterprises, to create their own brand, take the brand management road, has long been a consensus. However, due to the widespread existence of small-scale SME, financial strength is weak, the quality of personnel is low, the technical level of backwardness and other issues, so whether the SMEs to create their own brand and take the brand management business has been a controversial topic. One view is that,