晋江民营企业品牌发展策略研究［摘要］文章首先分析了晋江民营企业品牌集聚发展的时代背景、行业背景和企业背景，丼剖析了晋江民营企业品牌发展存在的品牌的认识不够、品牌传播方式较为单一、品牌文化内涵不足、品牌创新力较弱、品牌维护管理机制不健全等问题，在此基础提出应提高品牌认识、准确地进行品牌定位、整合营销和深度品牌建设、丰富企业品牌文化PT涵、増强企业品牌创新力和建立完善的品牌管理机制等对策措施，以促进自身竞争力的提高，推进企业品牌的建立和可持续发展，找到适合企业发展的新道路。［关键字］品牌发展战略决策晋江民营企业JinjiangPrivateEnterpriseBrandDevelopmentCountermeasuresResearch[Abstract]Thepaperanalyzesthedevelopmentofprivateenterprisebrandgatheredtheerabackground,industrybackgroundandtheenterprisebackground,andanalyzesthejinjiangprivateenterprisesexistingbrandawarenessofthebranddevelopment，branddisseminationwayisrelativelysingle,lackofbrandcultureconnotation,weakbrandinnovation，brandmaintenanceandmanagementmechanismisnotsound,onthebasisofthisputsforwardshouldincreasebrandawareness,accuratebrandpositioning，depthofintegratedmarketingandbrandbuilding,richbrandcultureconnotation,theenhancemententerprisebrandinnovationandestablishaperfectmanagementmechanismcountermeasures,suchastoimprovetheirowncompetitiveness,promotetheestablishmentofcorporatebrandandsustainabledevelopment,findnewroadofenterprisedevelopment.[Keyword]BranddevelopmentStrategicdecisionmakingJinjiangprivateenterprises目录弓丨W.......................................................................................................................................................................1一、晋江民营企业品牌集聚的背景分析............................................................................1（-）时代背景......................................................................................................1（二）........................................................................................................................行业背景1（三）........................................................................................................................企业背景2二、晋江民营企业品牌发展存在的问题分析.....................................................................2（-）企业对M牌的认识不够...................................................................................3（二）..........................................................................................企业晶牌传播方式较为单一3（三）.................................................................................................企业品牌文化内涵不足3（四）.....................................................................................................企业品牌创新力较弱3（五）......................................................................................企业品牌维护管理机制不健全4（六）......................................................................................企业品牌建设的人才资源匮乏4三、晋江民营企业品牌持续发展的对策措施.....................................................................4（一）..............................................................................................................提尚品片卑认识4（二）.....................................................................................................准确地进行品牌定位5（三）......................................................................