零售业创业企业品牌创建问题研究

发布时间：2018-11-28 10:48

【摘要】：随着我国零售行业的进一步发展,零售业企业间竞争日益加剧,竞争的焦点已经从价格竞争、渠道竞争转移到品牌竞争。从我国零售业品牌竞争的现状看,一些成熟的大型零售企业在品牌消费中占据了主要市场份额,已经形成了多个运营成功、具有相当影响力的著名品牌。相对于这些成熟的大型零售企业来说,中国零售行业的创业企业不论是理论认识层面还是实践操作层面,其自身的品牌创建与成熟的大型零售企业相比都有很大的差距。为了适应不断变化的竞争环境,零售业创业企业必须高度重视自身的品牌创建,不断提高企业的品牌竞争力。那么,我国零售业创业企业在自身的品牌创建过程中存在哪些问题,应该如何选择适合于自身的策略以系统性的进行品牌创建呢? 基于以上问题,本文对我国零售业创业企业所处的品牌竞争环境进行考察,对创业企业品牌创建过程中存在的问题进行梳理,在此基础上提出了适合于我国零售业创业企业品牌创建的模型,并用实际案例对模型加以验证和应用。最后,关于进一步工作的方向进行了简要的讨论。
[Abstract]:With the further development of retail industry in China, the competition among retail enterprises is becoming more and more serious. The focus of competition has shifted from price competition and channel competition to brand competition. From the current situation of retail brand competition in China, some mature large retail enterprises have occupied the main market share in brand consumption, and have formed a number of successful and influential famous brands. Compared with these mature large retail enterprises, there is a big gap between the establishment of its own brand and that of mature large retail enterprises in both the theoretical level and the practical level. In order to adapt to the ever-changing competitive environment, retail start-ups must attach great importance to their own brand creation and constantly improve their brand competitiveness. So, what are the problems in the process of brand creation, and how to choose the appropriate strategy to systematically create the brand? Based on the above problems, this paper investigates the brand competition environment of the retail enterprises in our country, and combs the problems existing in the process of the establishment of the brand. On the basis of this, a model suitable for the establishment of retail business brand in our country is put forward, and the model is verified and applied with practical cases. Finally, the direction of further work is briefly discussed.
【学位授予单位】：同济大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F721.7

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