济南华联集团品牌建设策略研究

发布时间：2018-01-24 01:16

本文关键词： 零售业集团品牌策略　出处：《山东大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着全球经济一体化的进一步发展,外商纷纷抢摊我国零售市场,使我国的零售业面临着前所未有的挑战。我国加入WTO后,零售业成为开放程度最高、竞争最激烈的行业之一。2004年12月11日,根据入世作出的承诺,我国取消了对外资商业在区域、股权和数量上的限制,这意味着我国零售业已完成过渡期,实行全面开放。虽然我国本土零售企业在特定方面有一定的优势,如较早较佳的经营网点布局、对消费者的熟悉易于采取有针对性的措施、行政当局对内资企业有意或无意的偏袒、长期培养而来的消费者对国内企业的怀旧感与民族情感等。但在与外国零售业的竞争中,国外零售企业的竞争优势相当明显。主要表现在:成熟的企业经营管理模式、巨大的规模优势、先进的技术应用、高效率的物流配送、对客户快捷的反应系统和良好的信息捕捉与分析处理能力等。因此,我国零售企业如何在一个世界级平台上与跨国零售商展开竞争,成为摆在我们面前的一个现实问题。我行我素将面临着生存危机,逃避现实和放弃竞争也非明智之举。关键的问题是如何正确地面对竞争,从而采取相应的对策去迎接这种挑战,以谋求更大的发展空间。作为济南本土的零售企业——济南华联集团,同样面临着外资零售的竞争和挤压。本文通过对零售业态的演变过程及我国零售业的现状分析,并结合相关品牌建设理论,有针对性地从品牌定位、品牌塑造、品牌传播、品牌发展四个方面探讨了济南华联集团如何实施品牌战略,从而以点带面,阐述我国零售企业如何通过实施品牌战略来应对现代零售业尤其是外资零售的挑战。
[Abstract]:With the further development of global economic integration, foreign businessmen are scrambling to sell our retail market, which makes our retail industry face unprecedented challenges. After China's entry into WTO, the retail industry has become the most open. One of the most competitive industries. In December 11th 2004, according to the commitments made by the WTO, China lifted the restrictions on the regional, equity and quantity of foreign capital business. This means that China's retail industry has completed the transitional period and has been fully open, although our local retail enterprises have certain advantages in certain aspects, such as the earlier and better distribution of business outlets. Familiarity with consumers is easy to take targeted measures, and the administration is deliberately or unintentionally biased towards domestic enterprises. The long-cultivated consumer's nostalgia for domestic enterprises and national feelings, etc., but in the competition with foreign retailing. The competitive advantage of foreign retail enterprises is quite obvious. The main performance is: mature enterprise management mode, huge scale advantage, advanced technology application, high efficiency logistics distribution. Quick response system and good information capture and analysis ability to customers. Therefore, how to compete with multinational retailers on a world-class platform has become a real problem in front of us. It is also not wise to escape reality and give up competition. The key problem is how to face the competition correctly and then take appropriate countermeasures to meet the challenge. In order to seek greater space for development. As a local retail enterprise-Jinan Hualian Group. Also facing the competition and compression of foreign retail. This paper analyzes the evolution process of retail business and the current situation of retail industry in China, and combines with the theory of brand building, from the brand positioning, brand shaping. Brand communication, brand development four aspects of Jinan Hualian Group how to implement the brand strategy, so as to lead the way. This paper expounds how to implement brand strategy to deal with the challenge of modern retailing, especially foreign retail.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F721

【引证文献】