Research On Brand Creation Of New Venture In The Retail Industry

With the further development of Chinese retail industry, the competition among enterprises in the retail industry is increasingly fierce. The focus of the competition has been transferred from price competition and channel competition to brand competition. From the status quo of the brand competition in the retail industry, we can find that some big-mature retail enterprises have dominated the brand market. They have created several famous and influential brands which operated very well. Comparing to these big-mature retail enterprises, the new ventures in the retail industry have lagged a lot in brand creation, in spit of the competition in theory or in practice. In terms with adapting to the changing environment, the new retail venture should put an extreme emphasis on the brand creation to enhance its brand competitiveness. What problems are there about brand creation of the new venture in the Chinese retail industry? How do the new retail ventures choose the self-suited policy to create brand systematically?The research analyzes the environment where the new ventures in the retail industry compete with the big-mature enterprises in brand field. In the same time, the research summarizes the problems about the brand creation of the new retail ventures. On the basis of above information and data, the researcher designs the model of the brand creation of the new retail ventures and testifies the model by several practical cases. In the finality, the problems requiring further studies are discussed.