Research On The Development Of Brand Ecological Strategy In Retail Industry

The environment around the enterprises has changed a lot with the development of the science and technology and the productivity. There are more and more kinds of social products in the market as the characteristic of the consumers differs. The retail industry has to face the fierce competition. The competition in the ecological system of retail industry includes the competition between the retail company and the external factors, the competition between the retail-supply companies and also the competition between the internal brands inside the retail company. Doing the research in the guide of the ecological theories is a good way to realize the retail's sustainable development.Firstly, this thesis introduces the content about the research of the brand from the traditional brand theories to the brand ecology, which shows the different focus in different era. On the base of some concepts related to the ecology, the research on the main courses of the brand ecological strategy is pointed out, and also the driving forces of the ecological ideas. The internal driving forces include the contradiction between the private brand and the national brand. The competitiveness and the external circumstances of the retail industry based on the"five forces model"are the competitiveness between the businesses, the threats of the new entrant, the different formats of the retail industry, the consumers and the suppliers. With the analysis of the contradictions existing in the process of the brand development, this thesis puts forward the solution from the internal, external and the social ecological system. Lastly, this thesis points out the ecological suggestion of the retailing development in Wuhan on the base of the recent years'development.