【摘要】：隨著我國零售行業(yè)的進一步發(fā)展,零售業(yè)企業(yè)間競爭日益加劇,競爭的焦點已經(jīng)從價格競爭、渠道競爭轉(zhuǎn)移到品牌競爭。從我國零售業(yè)品牌競爭的現(xiàn)狀看,一些成熟的大型零售企業(yè)在品牌消費中占據(jù)了主要市場份額,已經(jīng)形成了多個運營成功、具有相當(dāng)影響力的著名品牌。相對于這些成熟的大型零售企業(yè)來說,中國零售行業(yè)的創(chuàng)業(yè)企業(yè)不論是理論認識層面還是實踐操作層面,其自身的品牌創(chuàng)建與成熟的大型零售企業(yè)相比都有很大的差距。為了適應(yīng)不斷變化的競爭環(huán)境,零售業(yè)創(chuàng)業(yè)企業(yè)必須高度重視自身的品牌創(chuàng)建,不斷提高企業(yè)的品牌競爭力。那么,我國零售業(yè)創(chuàng)業(yè)企業(yè)在自身的品牌創(chuàng)建過程中存在哪些問題,應(yīng)該如何選擇適合于自身的策略以系統(tǒng)性的進行品牌創(chuàng)建呢? 基于以上問題,本文對我國零售業(yè)創(chuàng)業(yè)企業(yè)所處的品牌競爭環(huán)境進行考察,對創(chuàng)業(yè)企業(yè)品牌創(chuàng)建過程中存在的問題進行梳理,在此基礎(chǔ)上提出了適合于我國零售業(yè)創(chuàng)業(yè)企業(yè)品牌創(chuàng)建的模型,并用實際案例對模型加以驗證和應(yīng)用。最后,關(guān)于進一步工作的方向進行了簡要的討論。
[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.
【學(xué)位授予單位】：同濟大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F721.7

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