China's Retail Enterprises Brand Competitiveness Study

As China gradually opening up the retail market, foreign multinational groups into the accelerated pace of China's retail market, they created a series of new things, changed the market "rules of the game" so that China's retail market has undergone tremendous competitive landscape changes: domestic and international competition, the internationalization of the domestic competition has become China's retail enterprises in the competitive landscape. Feeling this, the author believes that brand competitiveness is all competitive retail enterprises a comprehensive reflection of China's retail enterprises in order to compete in the new pattern of a place, we must clearly understand their own brand competitiveness of the current situation. It is precisely because of such thoughts, the authors attempt to brand management in the framework of the theory of China's retail enterprises brand competitiveness for a number of.This paper is divided into six chapters. The first chapter is the Introduction. The first chapter is the Introduction. First of all issues on the background of that thesis research practical and theoretical significance. Then on the competitiveness of domestic and foreign brands on the situation, research ideas and methods, research and innovation, and difficulties in a number of other needs that made accountable. Chapter 2 - Chapter 5 is the main thesis, starting with the brand starting with the meaning of competitiveness on the brand of the retail enterprise competitiveness, and Chengdu as an example of China's retail enterprises brand competitiveness of the retail enterprises conducted Empirical Analysis and then on that basis put forward enhancing our brand competitiveness of retail enterprises the main way. Chapter VI is the postscript. As this paper's conclusion, it briefly described the thesis topics, writing feeling summed up by the simple and pointed out that the future needs further study.Empirical findings of the survey tells us: Chinese and foreign retail enterprises brand competitiveness difference is not very great, but from our retail brand competitiveness of the enterprises Empirical Evaluation results of the domestic retail brand competitiveness of the enterprises in the level of general competitive level hovering, and even lower than average competitive level. Therefore, my brand retail enterprises less competitive. Retail competition in the era of the internationalization of China, as a retail enterprises, in order to with foreign retail giants, with domestic and foreign counterparts in order to compete successfully in an invincible position, we must enhance the enterprise's own brand competitive level .In this paper,learn from the older generation on the basis of research results,according to the special nature of the retail business,built a retail enterprises contribution to the competitiveness of the brand elements of theoretical model,and on the basis of the existing model to improve the competitiveness of the retail enterprise brand evaluation index system. This article used a relatively analysis,empirical research,systematic and focused on the integration of research methods,theoretical studies and field research method of combining the methods ,comprehensive competitiveness,brand and retail enterprises theory on retail brand competitiveness issues the study,fully explained in the study of the retail enterprise brand competitiveness issue,but because of the limitations of the author thinking,plus the practice had not been engaged in work related paper omissions in the inevitable, yet to be further improved.