Study On Jinan Hualian Group Brand-building Tactics

With the fact that the global economy integration going a step further develops, the foreign merchant grabs stall retail market numerously , makes retail business of our country be confronted with hitherto unknown challenge. After our country joined the WTO , retail business becomes one of the most fierce and opening degree most highly industry. According to the promise going into the WTO on December 11 , 2004,our country had canceled to foreign capital commerce restricting on area , stock right and quantity, which means our country retail business already accomplishing a transition period and put all-round opening to the outside world. Though our local territory retails enterprises have certain advantages, such as earlier and better position, easily adopting measures for customers, executive authorities being partial to local territory retails enterprises and customers' liking the good old days feeling with nation emotion over a long period of time, the competitive advantages of retailing enterprise's abroad are pretty obvious. They are the mature enterprises management pattern, gigantic scale advantage, advanced technology applying , high efficiency logistics distribution , rapid customer reaction system, treatment ability of catching and analyzing to information and so on.Therefore, how to compete with transnational retail dealer on a world-level platform, becomes a real problem before us. Do things as ours own way will be confronted with survival crisis; escaping reality and giving up competing are not wise too. The key problem is how correctly to face competition, adopts the corresponding countermeasure thereby going to welcome this challenge and to seek broader space for development. Jinan Hualian Group as a local retail enterprise, is being confronted with the competition from foreign capital. According to the evolution process and current situation of our country retail business, the article analyses how to apply brand strategy from four aspects: brand positioning, brand shaping, brand communicating and brand developing. Using the experience of one point to lead the whole area ,the article expound how to put brand strategy into practice in order to face modern retail business especially foreign capital retails.