中国零售企业品牌资产建设的现状与建议  

A Situation Analysis and Suggestion on Building of the Brand Equity of China Retail Enterprise

作　　者：沈鹏熠[1] 

机构地区：[1]华东交通大学经济管理学院,南昌330013

出　　处：《企业活力》2012年第2期39-43,共5页Enterprise Vitality

基　　金：江西省高校人文社会科学研究项目"零售商品牌资产的形成机制与管理研究"(编号:GL1112)的阶段性成果

摘　　要：随着中国零售业全面对外开发,外资零售企业加快了进入中国零售市场的步伐,给本土零售企业带来了巨大的挑战。与跨国零售企业相比,中国本土零售企业在品牌资产的建设上还处于劣势。中国本土零售企业需要针对品牌资产建设的现状以及存在的问题进行深刻分析,从而找到加快零售企业品牌资产建设的合理策略,促进本土零售企业市场竞争能力的持续提升。With the comprehensive opening of China retail industry,the foreign retail enterprises accelerate the pace of entering to China retail market,which have brought the huge challenge to China native retail enterprises.Compared with the transnational retail enterprises,the building of brand equity of native retail enterprises is at a disadvantage.Hence,China＇s retail enterprises should analyze the situation and existence problem of the building of brand equity,in order to put forward some suggestions to the developing of China——s native retail enterprises,and improve the market competitiveness of retail enterprises.

关 键 词：零售企业 品牌资产 现状 建议 

分 类 号：F713.50[经济管理—市场营销]