Research On Brand Management Of The Charter Shopping Center Of Beijing

With the great development of the global market economy,the enterprises have entered the era of brand competition from the competition between products and services.Brand which is the intangible asset for the enterprise is the most competitive thing for the managers,and it can gain the huge economic value.Business managers have realized the important role that the brand plays in the operation of the enterprises,so they put brand management into enterprise strategic management and start working on the application and management of the brand.Problems of brand management have appeared in Charter Shopping Center of Beijing.By using the brand management theory,this article will study the measures of brand management that are taken by administrators in Charter Shopping Center.To begin with,based on data from home and abroad as well as the brand theory,the article builds theoretical foundation for the strategy that can be apply to the brand management of the Charter Shopping Center of Beijing.After that,the article collects data from the internal data base of Charter Shopping center,at the same time senior managers from the center has been interviewed.By doing that,a full-scale picture of situation of brand management in the Charter Shopping Center was given.Problems and challenges were pointed out.To give the solution,the article made discussions on company positioning,investment,brand culture and the internal management.Factors that facilitates the healthy development of the brand management was summarized.In conclusion,practical advice were given to help enhance the brand competitiveness of the Charter Shopping Center of Beijing.In conclusion,by theoretical and practical investigation,this article studied workable suggestions of brand management in the Charter Shopping Center which is the representative of domestic high-end department store.The author hopes these suggestions can be approved useful for brand management for it to open the market of Beijing.Then it is beneficial for the other domestic high-end department stores.