本文關(guān)鍵詞： 零售業(yè) 集團(tuán) 品牌策略　出處：《山東大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著全球經(jīng)濟(jì)一體化的進(jìn)一步發(fā)展,外商紛紛搶攤我國零售市場,使我國的零售業(yè)面臨著前所未有的挑戰(zhàn)。我國加入WTO后,零售業(yè)成為開放程度最高、競爭最激烈的行業(yè)之一。2004年12月11日,根據(jù)入世作出的承諾,我國取消了對外資商業(yè)在區(qū)域、股權(quán)和數(shù)量上的限制,這意味著我國零售業(yè)已完成過渡期,實行全面開放。雖然我國本土零售企業(yè)在特定方面有一定的優(yōu)勢,如較早較佳的經(jīng)營網(wǎng)點(diǎn)布局、對消費(fèi)者的熟悉易于采取有針對性的措施、行政當(dāng)局對內(nèi)資企業(yè)有意或無意的偏袒、長期培養(yǎng)而來的消費(fèi)者對國內(nèi)企業(yè)的懷舊感與民族情感等。但在與外國零售業(yè)的競爭中,國外零售企業(yè)的競爭優(yōu)勢相當(dāng)明顯。主要表現(xiàn)在:成熟的企業(yè)經(jīng)營管理模式、巨大的規(guī)模優(yōu)勢、先進(jìn)的技術(shù)應(yīng)用、高效率的物流配送、對客戶快捷的反應(yīng)系統(tǒng)和良好的信息捕捉與分析處理能力等。 因此,我國零售企業(yè)如何在一個世界級平臺上與跨國零售商展開競爭,成為擺在我們面前的一個現(xiàn)實問題。我行我素將面臨著生存危機(jī),逃避現(xiàn)實和放棄競爭也非明智之舉。關(guān)鍵的問題是如何正確地面對競爭,從而采取相應(yīng)的對策去迎接這種挑戰(zhàn),以謀求更大的發(fā)展空間。作為濟(jì)南本土的零售企業(yè)——濟(jì)南華聯(lián)集團(tuán),同樣面臨著外資零售的競爭和擠壓。本文通過對零售業(yè)態(tài)的演變過程及我國零售業(yè)的現(xiàn)狀分析,并結(jié)合相關(guān)品牌建設(shè)理論,有針對性地從品牌定位、品牌塑造、品牌傳播、品牌發(fā)展四個方面探討了濟(jì)南華聯(lián)集團(tuán)如何實施品牌戰(zhàn)略,從而以點(diǎn)帶面,闡述我國零售企業(yè)如何通過實施品牌戰(zhàn)略來應(yīng)對現(xiàn)代零售業(yè)尤其是外資零售的挑戰(zhàn)。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F721

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 趙維;H公司品牌營銷策略研究[D];華東理工大學(xué);2011年

，

本文編號：1458757