零售企业创建强势品牌策略研究

发布时间：2018-04-16 03:17

本文选题：零售企业 + 强势品牌　；参考：《首都经济贸易大学》2008年硕士论文

【摘要】： 在经济全球化步伐加速的背景下,尤其在我国作为WTO成员国在2004年12月11日宣布取消外资进入零售业的限制以来,外资零售企业品牌大量进入中国零售市场,给我国零售企业带来了前所未有的竞争压力. 中国零售市场广阔,发展潜力无穷,只有依靠创建强势品牌,零售企业才能在激烈的市场竞争中生存发展。中国零售企业除了加强必要的品牌意识外,还迫切需要理论来指导强势品牌创建的实践。目前虽然已经有一些学者对零售企业品牌问题做出了一些探索,但一般都集中于品牌建设的某个方面,如零售商自有品牌、服务品牌等,本文则展开了对零售企业创建强势品牌具体策略的研究,给出了零售企业打造品牌的一些策略,希望给国内零售企业一些建议。本文以品牌创建理论为基础理论,以营销理论为指导思想,从理论研究、策略应用、案例实践三个方面对零售企业如何创建强势品牌进行了探讨。第二章首先介绍了品牌与强势品牌的概念,然后介绍了零售企业打造品牌的特点即打造公司品牌。接下来的三章以策略应用为主.第三章先是构建了零售企业品牌识别系统,在此基础上提出了品牌识别系统的实施——品牌定位的策略;第四章讲述了零售企业创建强势品牌的营销策略,包括店址策略、商品组合策略、价格策略、服务策略及品牌营销传播策略。近些年来,体验营销的概念越来越受到学者及企业家的重视,考虑体验营销策略在当前对零售企业具有新的特殊意义,将这部分单独进行研究,在第五章进行了阐述.从第三章到第五章的策略研究部分是一般性的策略研究,针对我国零售市场应对外资品牌竞争的现状,第六章先是提出了我国零售业品牌战略中存在的问题,然后给出了我国零售企业品牌应对外资品牌冲击的几点对策. 本文运用的主要研究方法有:第一,文献研究。本文参考了大量的文献著作,在对已有的文献资料进行归纳整理的基础上,经过逻辑推理,得出零售企业创建强势品牌的一般规律。第二,案例说明。本文在理论、方法陈述时列举了不少国内外知名品牌的现实做法。这种方法满足了零售企业品牌化理论研究的需要,而且有利于提高论证的可行性和操作性,从而能够更好的指导企业创造性地解决问题。
[Abstract]:Under the background of the accelerated pace of economic globalization, especially since China, as a member of WTO, announced on December 11, 2004, the restrictions on foreign capital entering the retail trade have been lifted, foreign retail enterprise brands have entered the Chinese retail market in a large number.To our country retail enterprise brought unprecedented competition pressure.The retail market in China is vast and the development potential is endless. Only by establishing strong brands can retail enterprises survive and develop in the fierce market competition.In addition to strengthening the necessary brand awareness, Chinese retail enterprises urgently need theory to guide the practice of establishing strong brands.Although some scholars have made some explorations on the brand problems of retail enterprises, they generally focus on some aspects of brand building, such as retailers' own brands, service brands, etc.In this paper, the author studies the strategy of establishing strong brand in retail enterprises, and gives some strategies of brand building for retail enterprises, hoping to give some suggestions to domestic retail enterprises.Based on the theory of brand creation and the guiding ideology of marketing theory, this paper discusses how to establish a strong brand in retail enterprises from three aspects: theoretical research, strategy application and case practice.The second chapter introduces the concept of brand and strong brand, and then introduces the characteristics of brand building in retail enterprises.The next three chapters focus on strategy application.The third chapter first constructs the retail enterprise brand identification system, then puts forward the brand identification system implementation-brand positioning strategy, the fourth chapter describes the retail enterprises to create a strong brand marketing strategy, including store location strategy,Portfolio strategy, price strategy, service strategy and brand marketing communication strategy.In recent years, the concept of experience marketing has been paid more and more attention by scholars and entrepreneurs. Considering the experience marketing strategy has new special significance to retail enterprises at present, this part is studied separately and explained in the fifth chapter.The strategy research part from chapter three to chapter five is a general strategy research. In view of the current situation of foreign brand competition in our retail market, the sixth chapter puts forward the problems existing in the retail brand strategy of our country.Then it gives some countermeasures for Chinese retail enterprises to deal with the impact of foreign brands.The main research methods used in this paper are as follows: first, literature research.This paper refers to a large number of literature works, on the basis of summarizing and arranging the existing literature, through logical reasoning, obtains the general law of establishing strong brands in retail enterprises.Second, case description.This article enumerates many domestic and foreign famous brand's realistic practice in the theory, the method statement.This method meets the needs of the research on brand theory of retail enterprises, and it is helpful to improve the feasibility and operability of the demonstration, so that it can better guide the enterprises to solve the problems creatively.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F721

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