Brand Communication Of General Merchandise Store In The Age Of Consumption

With the deep-going of the reform and opening up, China government progressively relaxes restrictions on foreign-invested enterprises setting their feet in the circulation of commodities. International retail magnates try to be the first to enter the retail marketing. They take GMS as a powerful weapon and set up GMS in large and medium-sized cities at high speed. Foreign-invested enterprises bring up the consumption market of China, instruct Chinese consumers being used to shopping in GMS and being heartedly devoted to GMS and its brand. The national GMS put great efforts to copying the pattern of GMS. But there is no way for the national GMS to overtake the foreign GMS in the share of GMS market and the loyal of the brand.My undergraduate thesis analyses how the foreign GMS motivate Chinese consumers to transform the consumption image and give guidance to the consumption action and pattern. It is helpful for us to ponder a question how the national GMS improves the conviction on the brand communication and grasps the direction and the intensity of the brand communication to remedy the gap between the national GMS and the foreign GMS and rejuvenate national brands. The pattern of the administration can be easily imitated, and the culture of the enterprise cannot be easily duplicated. Only by combining the brand communication with the communication of the consumption culture, we can grasp the market and the consumer.