隨著人們物質(zhì)生活水平的不斷提高,人們不僅僅滿(mǎn)足于吃、穿、住、行.當(dāng)今高科技產(chǎn)業(yè)與人們現(xiàn)代化生活緊密相關(guān),從而人們對(duì)于自身精神層次的要求也不斷提高,“隨身聽(tīng)”播放器就是這樣一個(gè)對(duì)應(yīng)市場(chǎng)需求而生的產(chǎn)業(yè).經(jīng)過(guò)不斷的發(fā)展,現(xiàn)如今的MP3、MP4產(chǎn)業(yè)迅猛發(fā)展,產(chǎn)業(yè)內(nèi)的小企業(yè)如雨后春筍.但是視聽(tīng)數(shù)碼產(chǎn)業(yè)在我國(guó)發(fā)展到如今還沒(méi)有能夠達(dá)到國(guó)際水平,反而是問(wèn)題重重.其癥結(jié)大多是不創(chuàng)新不追求獨(dú)樹(shù)一幟的風(fēng)格特點(diǎn)、不注重發(fā)展自身的品牌戰(zhàn)略、不提高自身產(chǎn)品的質(zhì)量與售后服務(wù).相反,有些企業(yè)實(shí)施了品牌戰(zhàn)略,提高了質(zhì)量與服務(wù),在設(shè)計(jì)創(chuàng)新上加大了資金投入,從而創(chuàng)出了自己的品牌,得到了許多消費(fèi)者的青睞.本文通過(guò)對(duì)品牌戰(zhàn)略的分析,運(yùn)用在視聽(tīng)數(shù)碼產(chǎn)業(yè)上,通過(guò)具體分析我國(guó)小企業(yè)現(xiàn)存的優(yōu)缺點(diǎn)來(lái)闡明小企業(yè)要想在視聽(tīng)數(shù)碼產(chǎn)業(yè)中獲得一席之地并長(zhǎng)期的獲利發(fā)展,就要在開(kāi)始進(jìn)入時(shí)堅(jiān)持發(fā)展品牌戰(zhàn)略并付諸實(shí)踐.
As the continuely rising of people's living standard,it not only food ,cloth,shelter and transportation that satisfied people but also the high techmology which has close relationship with people's mordern life so that it is higher spirit level people want than people have demand for."Walkman''is such an industry which has been produced to the demands of the market.After a long time development of Walkman,relative-industry enterprises have sprung up quickly such as the MP3 and the MP4.However,the development of the digital audio-visual industry has faid to get to the international standard even today or has many serious problems in other words.The key reasons are the production style with little creation and characteristics ,the strateies that paid little attention on the products' development of the big brand and the short notice which ignored the importance of quality and after sale service.On the other hand,some enterprises took the big-brand strategies,improved the quality and the service and put more money to deal with the creative design problems,so that they created their own brand of the products which have been welcomed by customers.Though analysies for the big-brand strategies used in digital audio-visual industry and the comparasion between the advantages and disadvantages of China small enterprises ,this article indicated that only if small enterprises insist on big-brand strategies and put them into practise when they stand up beween othr enterprises they can get some place for long-term profitability development.