关键词: 中小企业, 品牌声誉, 做好人, 做好事

Abstract: The previous researches on brand reputation building not only ignored the differences in enterprise scale, but also failed to consider the role of physical stores at the market terminals. In view of this, this paper adopts a single case longitudinal study method and takes Shilu Health, a small and medium-sized enterprise, as an example to analyze the process of establishing brand reputation of SMEs at the market terminals. After about six years of in-depth participation and data collection, it divides the development process into four phases, namely product quality, service quality, putting people first, and Agricultural-Food-Health, so as to establish a local theoretical framework of bidirectional causality. Specifically, the foundation for establishing the reputation of terminal brands in the small and medium-sized enterprise market is to“be a good person and do a good job”both inside and out side of the store. Its origin is“benevolence and righteousness”, that is, the“heart of loving others”. The formation process focuses on the accumulation of customer experience and brand story over time, and its essence is the customer’s trust in the brand, that is, entrusting it because of trust. The effectiveness test is reflected in recommending repeat purchases, member recharge, and crisis assistance, with the core being“return”, that is, customers thanking the brand with actions. The establishment of brand reputation requires efforts in the“cause”, and the“effect”will naturally come into being. Good causes lead to good results, and the cause and effect are mutually transformed. Based on the above conclusion, SMEs should pay attention to“being a good person and doing well”both inside and outside the store, value the interactions with stakeholders, seize opportunities to create brand stories, do good deeds, accumulate virtue in daily life, and form a good brand reputation.

Key words: SMEs, brand reputation, to be a good person, to do things right