零售业的品牌资产管理

论文编号:GS108  字数:27050,页数:36，有外文翻译

摘    要
 本文主要结合理论基础与实践经验，以系统化结构介绍了我国零售业的发展状况、品牌资产概念、建立品牌资产管理的措施，从而试图揭示品牌资产管理对我国零售业在激烈的竞争环境中得以发展的重要意义，期望为零售企业提供一点借鉴。
 品牌资产管理最终目标是与顾客建立好关系。对于我国零售企业，消费者是最重要的资产因素，因而洞察消费者是品牌管理的基础。品牌来源于消费者，并终于消费者，只有赢得消费者才能实现高资产品牌。
 本文以我国零售企业的发展现况分析入手，主要采用分析比较的方法，全文共分五个部分。第一部分为绪论；第二、三部分阐述了我国零售业的基本状况以及建立零售业的品牌并拥有品牌资产的重要性；第四、五部分指出了我国零售业在品牌资产管理上存在的问题并进行分析，给出了建立品牌资产管理的相关措施。希望此套理论适用于我国零售企业现况，能有效帮助管理品牌，使品牌资产增值，迎接国际竞争。
 
关键词：零售业，品牌，品牌资产，品牌资产管理，顾客忠诚度，核心竞争力
Abstract
 With the combination of basic theory and practical experience, this thesis mainly gives an introduction of the development, the concept of brand equity and the measures of establishing brand equity management of China’s retailing in systematized structure. It attempts to reveal the significance of brand equity management in the sharp competition of domestic retailing, and hopes to provide reference for retail business.
The ultimate goal of brand equity management is to establish relation with clients. Consumer is the foremost asset factor of our country’s retailing; hence insight into consumer is the fundament of brand management. Brand comes from consumer; consumer is the subject to be benefited. The only way to achieve high asset brand is to gain consumer—the king of all business industries.
 The thesis begins with the present development of China’s retailing, consists of five parts through the methods of analysis and comparison. The first part is the introduction; the second and third parts expound the fundamental situation of domestic retailing, display the importance of setting up retailing brand and possessing brand equity; the rest parts point out and analyze the existed problem on brand equity management, provide relevant measures which aim at gaining further improvement. Hoping this set of theory is applicable to the current situation of China’s retailing, which is capable to assist brand management effectively and wins brand equity growth in the face of international competition.

Key words: Retailing, Brand, Brand Equity, Brand Equity Management, Customers Loyalty, Core Competence
目      录
摘要……………………………………………………………………………………I
Abtract………………………...…………………………………………….......…... II
1 绪论……………………………………………………………………… …..…….1
 1.1 题目背景及目的………………………...……………………...……………1
 1.2 国内外研究状况…………………………………………………......………1
 1.3 项目研究方法……………………………………...…………...……………2
 1.4 论文构成及研究内容…………...………………………………...…………2
 1.5 论文创新之处…...………………………………………………...…………3
2 我国零售业的发展状况…...………………….……………………………………4
 2.1 零售业的概述…...…………………………………………..………….……4
 2.2 我国零售类型…...……………………………………………...……………4
 2.3 我国零售业的发展状况…………………...………………..………….……5
3 零售业的品牌以及品牌资产的重要性………………………………….……...…8
 3.1 品牌资产管理…………………………………...………………………...…8
 3.1.1 品牌的重要性……………………….....…………………….…..……8
 3.1.2 品牌资产的概念………...……………….……………………..……10
 3.2 对忠诚度和面临危机时的影响………………………...……………….…11
 3.3 品牌资产具有溢价价格能力……………………………………...…….…12
 3.4 构建自身品牌就是构建自己的核心能力………………………...……….13
4 我国零售业在品牌资产管理上存在的问题及分析……………...………...……15
 4.1 不重视建立品牌忠诚度…………...………………………………….……15
 4.2 不重视核心竞争力…………………………………...……………….……18
 4.3 对促销的误解……………………...………………………………….……20
 4.4 不重视组织和领导员工的细致工作…………………………...…….……22
5 建立零售业品牌资产管理的措施……………………….....…….………………24
 5.1 识别核心顾客……………...…………….….……………………...………24
 5.2 宣传企业经营目标……………………………………...………...………..27
 5.3 让顾客自己确定需要………………………………...…………...……..…29
 5.4 对顾客需求和价值的评估…………………….……………………..….…30
 5.5 有效计划的制定和实施………………….………………...………...….…31
结论…………………………………………………………………………………..33
参考文献………………………..……………………………………………………34
致谢…………………………………………………………………………………..36

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