零售商品牌资产形成机制及其理论模型

零售商品牌资产的形成机制反映了零售商品牌价值链与宏微观零售营销环境要素的作用关系。根据参与要素范围及内容结构的不同,零售商品牌资产的形成机制被分成宏观机制与微观机制,并表现为不同的理论模型。对理论模型中关键驱动要素的深入分析,有利于为零售商品牌资产建设提供有益建议。

Theoretical Model and Formation Mechanism of Retailer Brand Equity

The formation mechanism of retailer brand equity reflects the action relationship between retailer brand value chain and retail marketing environment factors.According to the different range and content structure of participation factors,the formation mechanism of retailer brand equity can be divided into macro-mechanism and micro-mechanism,and which shows different theoretical models.By analyzing deeply the key driving factors in the theoretical model,it helps to put forward useful suggestions for retailer brand equity building.