零售企业创建强势品牌的对策研究

发布时间：2018-11-06 09:10

【摘要】： 目前中国零售业正处于一个飞速发展、全面提升的年代,同时市场的竞争也在不断加剧。如何在竞争激烈的市场中占据一席之地、与外资零售业争夺市场已是国内零售企业的当务之急。纵观全球零售企业,那些能够在全球市场上呼风唤雨的企业在成功的背后都有一个共同点,那就是他们掌握了品牌的资源。品牌,在当今社会无疑是企业最具价值的资产。市场竞争的核心逐渐变成品牌之间的较量,谁拥有了品牌资产,就等于拥有了竞争的资本。随着零售业的不断发展,商业资本也逐渐发展壮大,品牌较量的范围已经不仅仅局限于制造行业,在零售企业里也愈演愈烈。本文首先从强势品牌的概念入手,深入分析创建强势品牌所需要的理论依据;通过对国内外零售企业品牌现状及品牌战略发展历程的介绍,分析了两者带给我国零售企业创建强势品牌的启示;利用品牌识别系统、体验式营销等理念对零售企业创建强势品牌运作的细节做出探讨。通过对零售企业创建强势品牌对策的研究,对国内零售企业打造强势品牌、提升竞争力、实现长远发展具有非常重要的现实意义。目前,有关品牌的探讨和研究大多集中在制造业领域,对零售企业品牌的探讨也只是在零售商对自有品牌的开发和维护方面有所讨论,而对零售企业公司品牌的创建却鲜有深入的讨论。本文正是从零售企业创建强势品牌的重点应放在公司品牌的角度出发,提出了适用于国内零售企业创建强势品牌的具体对策,为国内零售企业走上强势品牌之路提供了解决途径。
[Abstract]:At present, China's retail industry is in a period of rapid development and comprehensive promotion, while the competition in the market is also increasing. How to occupy a place in the competitive market and compete with the foreign retail industry has become an urgent task for domestic retailing enterprises. Looking at global retailers, there is one thing that underlies the success of those who are able to dominate global markets, and that is that they have access to the brand's resources. Brand, in today's society is undoubtedly the most valuable assets of enterprises. The core of market competition gradually becomes the competition between brands, who owns brand assets, it is equal to competitive capital. With the development of retail trade, commercial capital is also growing, the scope of brand competition is not only limited to the manufacturing industry, but also intensified in the retail enterprises. This paper begins with the concept of strong brand, and deeply analyzes the theoretical basis for the establishment of strong brand. Through the introduction of domestic and foreign retail enterprises brand status and brand strategy development process, this paper analyzes the inspiration from both of them to our country's retail enterprises to create strong brands; Using brand identification system, experiential marketing and other concepts, this paper discusses the details of the establishment of strong brand operation in retail enterprises. It is of great practical significance for domestic retail enterprises to build strong brands, enhance competitiveness and realize long-term development through the research on the countermeasures of establishing strong brands in retail enterprises. At present, most of the discussion and research on brands are concentrated in the field of manufacturing, and the discussion of brands in retail enterprises is only discussed in the development and maintenance of private brands by retailers. However, the establishment of retail company brand is rarely discussed in depth. From the point of view that the retail enterprises should focus on creating strong brands, this paper puts forward the specific countermeasures suitable for domestic retail enterprises to create strong brands. For domestic retail enterprises to take the road to strong brands to provide a solution.
【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】：2009
【分类号】：F273.2

【相似文献】