零售业品牌建设英语论文零售业牌建设英语论文.docVIP

A Study on the Building of the Strategy System of Retailer Brand Equity Management Table of Contents Abstract……………………………………………………………….3 1 Introduction………………………………………………………...4 2 Body 2.1 Retailer brand marketing management：The direct approach of optimizing retailers to create brand equity……………………………….4 2.2 Customer Emotion management : Stimulate the emotional power of retailers create brand equity……………………………………5 2.3 Customer Experience Management : building experience platform for retailers to create brand equity……………………………..6 2.4 Customer relationship marketing management: strengthen the retail goods brand asset to create the relationship quality……………….8 2.5 Management of the customer loyalty ………………………..10 3 Conclusion ……………………………………………………….10 References ………………………………………………………….12 Abstract The retailer brand equity is the integration of store brand and the related asset and liability; it can increase or decrease consumers’perceived value of store brand. The higher retailer brand equity will bring the customers higher value and utility of retailer brand, and retail enterprises more customers’positive reaction. Constructing brand equity is one of the important strategic issues for the retailers; it can bring retail enterprises more benefit; and it is of great significance for retail enterprises to improve their performance. Based on the perspective of multi-dimensional theory, Baker builds a strategy system of retailer brand equity management. The research ,the basis of management theory and science, shows that, retailer brand marketing management is the direct way to optimize the creation of retailer brand equity; customer emotion management is the emotional force to stimulate the creation of retailer brand equity; customer experience management is the experience platform for the creation of retailer brand equity; customer relation marketing management is the way to strengthen the relation quality of the c