發(fā)布時(shí)間：2018-01-24 01:16

  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(lèi)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(guó)零售市場(chǎng),使我國(guó)的零售業(yè)面臨著前所未有的挑戰(zhàn)。我國(guó)加入WTO后,零售業(yè)成為開(kāi)放程度最高、競(jìng)爭(zhēng)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(guó)取消了對(duì)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(guó)零售業(yè)已完成過(guò)渡期,實(shí)行全面開(kāi)放。雖然我國(guó)本土零售企業(yè)在特定方面有一定的優(yōu)勢(shì),如較早較佳的經(jīng)營(yíng)網(wǎng)點(diǎn)布局、對(duì)消費(fèi)者的熟悉易于采取有針對(duì)性的措施、行政當(dāng)局對(duì)內(nèi)資企業(yè)有意或無(wú)意的偏袒、長(zhǎng)期培養(yǎng)而來(lái)的消費(fèi)者對(duì)國(guó)內(nèi)企業(yè)的懷舊感與民族情感等。但在與外國(guó)零售業(yè)的競(jìng)爭(zhēng)中,國(guó)外零售企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)相當(dāng)明顯。主要表現(xiàn)在:成熟的企業(yè)經(jīng)營(yíng)管理模式、巨大的規(guī)模優(yōu)勢(shì)、先進(jìn)的技術(shù)應(yīng)用、高效率的物流配送、對(duì)客戶(hù)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(guó)零售企業(yè)如何在一個(gè)世界級(jí)平臺(tái)上與跨國(guó)零售商展開(kāi)競(jìng)爭(zhēng),成為擺在我們面前的一個(gè)現(xiàn)實(shí)問(wèn)題。我行我素將面臨著生存危機(jī),逃避現(xiàn)實(shí)和放棄競(jìng)爭(zhēng)也非明智之舉。關(guān)鍵的問(wèn)題是如何正確地面對(duì)競(jìng)爭(zhēng),從而采取相應(yīng)的對(duì)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(jìng)爭(zhēng)和擠壓。本文通過(guò)對(duì)零售業(yè)態(tài)的演變過(guò)程及我國(guó)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(duì)性地從品牌定位、品牌塑造、品牌傳播、品牌發(fā)展四個(gè)方面探討了濟(jì)南華聯(lián)集團(tuán)如何實(shí)施品牌戰(zhàn)略,從而以點(diǎn)帶面,闡述我國(guó)零售企業(yè)如何通過(guò)實(shí)施品牌戰(zhàn)略來(lái)應(yīng)對(duì)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(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：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(yíng)銷(xiāo)策略研究[D];華東理工大學(xué);2011年

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本文編號(hào)：1458757