Research On Strong Brand Building Strategies Of Retail Enterprises

Since the Chinese retail market opened up to the world in Jul. 1992, especially since 11, Dec. 2004, the foreign capital retail companies have poured into the Chinese retail market, brought competition to the local retail enterprises, most of which pay little attention to brand building.China has a huge retail market with big potential and wide prospect, only by building strong brands, can retail enterprises get fast development in the market full of fierce competition. Actually, building strong brand is the best method for retail companies to get win in the competition. Beside strengthen the consciousness of brand building , the local retail companies imminently need brand building theories .Until now, there are a few theories on the retail market, most of which focus on one part of brand building theories, lack of systematic research. Based on this status, this paper studies on strategies of building strong brand for retail enterprises, willing to give suggestions to local retail enterprises.This paper is based on the brand building theory and marketing theory, and learn how to build strong brands for retail enterprises. The second chapter proceed from the characters of strong brand, and then told the point of building strong brand for retail enterprises——building corporate brand. The following three chapters focus on the strategies. The third chapter starts from retail enterprise brand identify system, and follows by the brand orientation strategy. The fourth chapter tells the marketing strategy of brand building. In view of the importance experiential marketing strategy, this part is expounded independently in the fifth chapter. Against on status of fierce competition in Chinese retail market, this paper first brings forward the problems exist in our retail market in chapter seven, then presents several strategies for local retail enterprises to fight against strike from foreign capital retail brands.There are mainly two studying measures of this paper, literature researching and cases analyzing, willing to afford some meaningful suggestions for local retail enterprises through this paper.