浅谈永辉超市品牌建设.doc

浅谈永辉超市品牌建设 【摘要】品牌是企业或产品个性化的字号，其无论是对企业还是消费者来说，都是十分重要的。在当今国际国内市场竞争日趋激烈的情况下，品牌可以给企业在竞争中夺得更大的市场份额，获取超额利润，促进企业成长。然而有的企业对品牌概念认识不清，抱着短期功利思想匆忙投身于品牌建设，没有打造品牌应有的内涵和核心价值，使得品牌起不到应有的作用。社会的高速度运转，竞争压力的增大，使得一个企业要想获得一席之地，必须有不同于其它企业的地方，方能吸引消费者。永辉超市，一个原先不起眼的民营企业，在经历短短十年的奋斗历程中，发展成为国内外零售企业的龙头老大，这其中它的市场定位，特色品牌建设给人们留下了极大的印象。 本文的研究以理论研究为基础，并辅以实践例证。通过查阅大量的中外期刊和文献，在品牌建设理论概述的基础上，分析了我国当前民营企业品牌建设存在的问题，通过永辉超市品牌建设的案例，从中获得成功的经验，为我国以后企业品牌建设提供一些建议和参考。 【关键词】品牌； 市场定位； 特色品牌建设 Talk about Yonghui Supermarkets brand building Abstract: The brand is the font size of the business or product personalization.Either for businesses or consumers, are very important. In todays international and domestic markets increasingly competitive brands can give companies in the competition to win a bigger market share, excess profits, grow your business.However, some enterprises have no clear understanding of the concept of the brand, hurry to join the holding of short-term utilitarian thinking on brand building, not to build the brand connotation and the core values of the brand cant achieve its proper role. The societys high-speed operation, increased competitive pressures, making a business in order to get a place, there must be different from other companies in order to attract consumers. Yonghui Supermarket, a previously obscure private enterprises, the experience just ten years of struggle developed into a leader in the retail business at home and abroad, of which its market positioning characteristics of brand building to the people left a greatimpression. This study based on theoretical research and supplemented by practice examples. Through access to a large number of foreign journals and literature, on the basis outlined in the theory of brand building, analyze the problems of Chinas private enterprises in brand building. Through Yonghui Supermarket brand building case and gain a successful experience, and offer some suggestions and references for our future corporate brand building. Key words：brand； mark