本文選題：零售企業(yè) + 強(qiáng)勢(shì)品牌�。� 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2008年碩士論文

【摘要】： 在經(jīng)濟(jì)全球化步伐加速的背景下,尤其在我國(guó)作為WTO成員國(guó)在2004年12月11日宣布取消外資進(jìn)入零售業(yè)的限制以來(lái),外資零售企業(yè)品牌大量進(jìn)入中國(guó)零售市場(chǎng),給我國(guó)零售企業(yè)帶來(lái)了前所未有的競(jìng)爭(zhēng)壓力. 中國(guó)零售市場(chǎng)廣闊,發(fā)展?jié)摿o(wú)窮,只有依靠創(chuàng)建強(qiáng)勢(shì)品牌,零售企業(yè)才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中生存發(fā)展。中國(guó)零售企業(yè)除了加強(qiáng)必要的品牌意識(shí)外,還迫切需要理論來(lái)指導(dǎo)強(qiáng)勢(shì)品牌創(chuàng)建的實(shí)踐。 目前雖然已經(jīng)有一些學(xué)者對(duì)零售企業(yè)品牌問(wèn)題做出了一些探索,但一般都集中于品牌建設(shè)的某個(gè)方面,如零售商自有品牌、服務(wù)品牌等,本文則展開(kāi)了對(duì)零售企業(yè)創(chuàng)建強(qiáng)勢(shì)品牌具體策略的研究,給出了零售企業(yè)打造品牌的一些策略,希望給國(guó)內(nèi)零售企業(yè)一些建議。 本文以品牌創(chuàng)建理論為基礎(chǔ)理論,以營(yíng)銷理論為指導(dǎo)思想,從理論研究、策略應(yīng)用、案例實(shí)踐三個(gè)方面對(duì)零售企業(yè)如何創(chuàng)建強(qiáng)勢(shì)品牌進(jìn)行了探討。第二章首先介紹了品牌與強(qiáng)勢(shì)品牌的概念,然后介紹了零售企業(yè)打造品牌的特點(diǎn)即打造公司品牌。接下來(lái)的三章以策略應(yīng)用為主.第三章先是構(gòu)建了零售企業(yè)品牌識(shí)別系統(tǒng),在此基礎(chǔ)上提出了品牌識(shí)別系統(tǒng)的實(shí)施——品牌定位的策略;第四章講述了零售企業(yè)創(chuàng)建強(qiáng)勢(shì)品牌的營(yíng)銷策略,包括店址策略、商品組合策略、價(jià)格策略、服務(wù)策略及品牌營(yíng)銷傳播策略。近些年來(lái),體驗(yàn)營(yíng)銷的概念越來(lái)越受到學(xué)者及企業(yè)家的重視,考慮體驗(yàn)營(yíng)銷策略在當(dāng)前對(duì)零售企業(yè)具有新的特殊意義,將這部分單獨(dú)進(jìn)行研究,在第五章進(jìn)行了闡述.從第三章到第五章的策略研究部分是一般性的策略研究,針對(duì)我國(guó)零售市場(chǎng)應(yīng)對(duì)外資品牌競(jìng)爭(zhēng)的現(xiàn)狀,第六章先是提出了我國(guó)零售業(yè)品牌戰(zhàn)略中存在的問(wèn)題,然后給出了我國(guó)零售企業(yè)品牌應(yīng)對(duì)外資品牌沖擊的幾點(diǎn)對(duì)策. 本文運(yùn)用的主要研究方法有:第一,文獻(xiàn)研究。本文參考了大量的文獻(xiàn)著作,在對(duì)已有的文獻(xiàn)資料進(jìn)行歸納整理的基礎(chǔ)上,經(jīng)過(guò)邏輯推理,得出零售企業(yè)創(chuàng)建強(qiáng)勢(shì)品牌的一般規(guī)律。第二,案例說(shuō)明。本文在理論、方法陳述時(shí)列舉了不少國(guó)內(nèi)外知名品牌的現(xiàn)實(shí)做法。這種方法滿足了零售企業(yè)品牌化理論研究的需要,而且有利于提高論證的可行性和操作性,從而能夠更好的指導(dǎo)企業(yè)創(chuàng)造性地解決問(wèn)題。
[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.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F721

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