零售業(yè)品牌建設(shè)英語論文

1、A Study on the Building of the Strategy System of Retailer Brand Equity ManagementTable of ContentsAbstract.3 1 Introduction.4 2 Body 2.1 Retailer brand marketing management：The direct approach of optimizing retailers to create brand equity.42.2 Customer Emotion management : Stimulate the emotional

2、power of retailers create brand equity52.3 Customer Experience Management : building experience platform for retailers to create brand equity.62.4 Customer relationship marketing management: strengthen the retail goods brand asset to create the relationship quality.82.5 Management of the customer lo

3、yalty .103 Conclusion .10References .12AbstractThe retailer brand equity is the integration of store brand and the related asset and liability; it can increase or decrease consumersperceived value of store brand. The higher retailer brand equity will bring the customers higher value and utility of r

4、etailer brand, and retail enterprises more customerspositive 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

5、 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 emotio

6、n 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 creation of retaile

7、r brand equity; and customer loyalty management is the fundamental guarantee for laying the solid foundation of the creation of retailer brand equity.A Study on the Building of the Strategy System of Retailer Brand Equity ManagementRetailer brand equity is congregation of assets and liabilities of b

8、rand, name and symbol of store.It affects consumers perceived value of store brand. The more high retailer brand asset means that the retailer brand brings more value and utility to customers;therefore,the construction of brand equity is an important strategic issue who is faced by retailers, it can

9、 bring many benefits for retail enterprises. This paper mainly discusses the system construction strategy of retailer brand asset management from the retailer brand marketing management, customer emotion management, customer experience management, customer relationship management, customer loyalty m

10、anagement, to provide new management perspectives and ideas about processes and the ways of establishing of retailer brand equity for retailers.1 Retailer brand marketing management：The direct approach of optimizing retailers to create brand equity The effectiveness of the retailer brand marketing m

11、anagement directly determines the retailer brand equity values. The key of retailer brand marketing management is that retail enterprises base on the selected segment market to develop a reasonable retailer brand localization development plans(Harold,K,1984).The core content of brand positioning inc

12、ludes the basis work of brand position, brand position and output of brand position. Retailer brand positioning should not only consider the competitive advantage of retail enterprise itself, but also a comprehensive competition of retail enterprises information of brand positioning and target marke

13、t consumer demand, then choose the right brand positioning strategy, determine reasonable brand positioning concept, so that retailer could form the differentiation brand positioning eventually. On the basis of the retailer brand positioning, the reasonable designs of various retail marketing strate

14、gy, is the key of retailer brand equity value. The nature of the implementation of retail marketing strategy embody in the configuration and management activities of all kinds of store image attributes(commodity, price, employee, convenient facilities, atmosphere, and promotions).Therefore, retail e

15、nterprises should pay attention to the rich product portfolio, reform commodity integral style and improve the quality of goods. Retail enterprises design the whole image of retailers brand for effective planning, consider the objective configuration the subjective perception of different types of s

16、tore image attributes, keep the whole image of the retailer brands and consistency and coordination of various kinds of store attributes, because the consumers perception and feelings of retail enterprises depend on the building of overall brand image of retailers.2 Customer emotion management : Sti

17、mulate the emotional power of retailers create brand equityCustomer emotion is a series of emotional response that customers response to products and services. It has important influence on consumers purchase behavior (satisfaction, loyalty etc.). Therefore, customer emotion management affects equit

18、y value of retailer brand indirectly by post-purchase behavior.At the same time, in a positive mood state, the customers perception of the retailer Lenovo is more strong and positive and the perception of quality of goods and services is more actively.We can conclude that the effective management of

19、 customer mood also directly affects the discretion of the retailers brand equity. Retail enterprises make the emotion management strategy of customers according to the initial customer emotional response, and adjust the controllable factors actively and take the initiative to adapt to the controlla

20、ble factors, making the adverse initial customer mood changes in positive direction.To use the customer emotion management strategy effectively, we must analyze the various factors that affect customer cognitive evaluation.Firstly, we should strengthen the integrated management of goods and noncomme

21、rcial attribute in shops. Employees are the contact interface that customers accept the service. Secondly, we are supposed to strengthen the service of quality management and make full use of service remedy. Thirdly, we are supposed to adopt specific emotion management according to the situation of

22、consumers. In addition, the emotions of employees can affect customers attitude and behaviors, even promote the realization of the organizational goals. Therefore, it is necessary to research how to mobilize and manage the emotion of frontline employees effectively, thus forming a benign emotional c

23、ontagion and interaction between employees and consumers. 3 Customer Experience Management : Building experience platform for retailers to create brand equityCustomer experience management: to construct experience platform for retailers to create brand equity(Fenn,D,2005).Retail enterprise should ta

24、ke to improve the overall customer experience as a starting point, pay attention to every contact with customers. The companies should create differentiated customer experience for customers, enhance customer perceived value, finally to attract customers and improve customer retention, and increase

25、the purpose of the retailers brand equity. The first step of Retail customer experience management: analysis influencing factors and customer experience demand effectively. The second step is to build a platform for customer experience. Customer experience platform include the positioning of experie

26、nce, experience value commitment and full implementation of thematic experience. The third step is to design and implement retailer brand experience strategy. The final step is customer experience evaluation. The purpose of customer experience evaluation is to find problems that exist in the retail

27、enterprise strategy implementation experience, to improve the customers experience platform and stragegy and constantly improve the experience management activities to create the effect of retailers brand equity. Specific implementation strategy of retail customer experience management mainly includ

28、e:First, we should establish the customer contact point. In general, the retail enterprises need according to the contact points of the design to the following ways: learn as much as possible the customer contact point; confirm the effective customer contact point; identity key customer contact poin

29、t; calculate the cost of customer contact; enact information decisions; make sure to interact with customers and contact standards; design the implementation of customer contact. Second, we should carry out the experience marketing strategy, strengthen the process of customer experience management.

30、Third, we should measure the innovation of the customer experience management. In an increasingly competitive and rapidly changing retail market, retail enterprises need to continuously introduce new the experience of profit pattern.4 Customer relationship marketing management: Strengthen the retail

31、 goods brand asset to create the relationship quality Retail customer relationship marketing aims to with customers to establish a kind of super the buying and selling of the trading relationship, and improve the relationship between the seller and the buyer quantity, make customer form of retail en

32、terprises and products and a good impression. In the process of customer relationship marketing management play a supporting role. By customer relationship marketing management enhance retailers brand assets value is important to note: First, set up the strategic idea and marketing and customer rela

33、tionship oriented a new way. Retail enterprise should establish customer relationship oriented strategy read, customer relationship oriented innovation atmosphere is formed within the enterprise. Zero carry out marketing innovation is based on the customer as the center for the enterprise value crea

34、tion Strategic choice, it involves between different departments within the enterprise strategy integration, and strategic integration is the premise of strategic vision and strategy the building(Tony Tollington,1998).Therefore, whether in the retail enterprise internal advocate and form customer re

35、lationship oriented organization culture and internal values, right to effectively integrate different departments in the organization and promote the marketing staff innovation is important.Second, set up customer database. Through the establishment of customer data libraries, including the custome

36、rs purchase time, purchase frequency, product preferences etc. A series of characteristics, the enterprise can accurately find the target customers, reduce the camp pin cost, improve marketing efficiency. With the help of a customer database can often the communication with consumers, strengthen the

37、 intimate relationship between consumers and businesses. Third, the implementation of internal marketing. Retail sales enterprise should be within the company. Build for employee satisfaction work environment and culture, motivate employees to provide customers with quality services. This requires e

38、nterprises to improve the overall qualities and professional ethics, and the demand for staff, the difference of the change elasticity of employees adopt flexible and differentiation management, objective evaluation the employees work, stimulate staffs work enthusiasm. At the same time, employees an

39、d management need to form a complete, efficient and two-way communication the information of ring. Retail sales enterprise should also according to the staff, the characteristics of knowledge and personality proper authorization management career design.5 Management of the customer loyaltyCustomer l

40、oyalty is the concentrated reflection of the brand asset value and is also an important content of the brand asset management. In face of the increasingly fierce competition, more and more retail enterprises maintain the market share by focusing on the support of the customers. The customer loyalty

41、has become the key of winning the market and building the brand equity. Figure 5 reflects the operation frame of promoting the retailer brand equity through managing the customer loyalty. The first step is to identify the type and value of the target customers to carry out activities that cultivate

42、the customer loyalty. The second step is developing the retail customer loyalty management strategy according to the needs of target customers and the factors of influencing the customer loyalty. The third step is planning ,organizing and implementing the activities of the customer loyalty managemen

43、t to ensure the management strategy into practice and achieve the goal of the customer loyalty management. The final step is to evaluate the effect and adjust the strategy positively according to the results of the evaluation .The ways and measures for retail enterprises of promoting the level of th

44、e brand asset management through the customer loyalty management mainly include:Firstly, the satisfaction and trust of the customer should be constantly improved. The industry of retail enterprises should regularly carries out the investigation and assessment of the satisfaction and constantly impro

45、ves it by the establishment of a comprehensive database management system of the customer service. In order to make the customer to produce high satisfaction for their products and services, the retail enterprises should find out the gap, improve the products , the services and the related enterpris

46、e job. At the same time ,the retail enterprises must take enough sincerity to be honest and faithful to the customers. The credibility of retail enterprises should be spread with more public behaviors, such as with community activities academic exchanges and showing the good social image of the ente

47、rprise.Secondly, the transfer and management of the customer value should be taken seriously. The enterprises should pay attention to the change of the requirements of customers and potential customers ,maintain closely relationships with customers and meet the changing demands of the customers. The main strategies of increasing the perception include the optimization of product