| 零售业的公司品牌化趋势——基于英国零售业品牌战略演变分析 |
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| 引用本文： | 王淑翠,李桂华. 零售业的公司品牌化趋势——基于英国零售业品牌战略演变分析[J]. 商业经济与管理, 2007, 190(8): 27-31,50 |
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| 作者姓名： | 王淑翠 李桂华 |
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| 作者单位： | 1. 山东经济学院,工商管理系,山东,济南,250014
2. 南开大学,商学院,天津,300071 |
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| 摘 要： | 本文以英国零售业品牌战略演变为个案研究对象，提出了零售业的公司品牌化趋势的观点。同时结合文献研究进一步印证了零售业日益清晰和普遍的公司品牌化意识。最后结合零售业业务特点和公司品牌内涵对该趋势形成动因进行了充分讨论。
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| 关 键 词： | 零售业 品牌战略 公司品牌化 |
| 文章编号： | 1000-2154（2007）08-0027-05 |
| 修稿时间： | 2007-03-09 |
Corporate Branding Trend of the Retailers ——Based on an Analysis of England Retailers'''' Brand Strategy Evolvement |
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| WANG Shu-cui,LI Gui-hua. Corporate Branding Trend of the Retailers ——Based on an Analysis of England Retailers'''' Brand Strategy Evolvement[J]. Business Economics and Administration, 2007, 190(8): 27-31,50 |
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| Authors: | WANG Shu-cui LI Gui-hua |
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| Affiliation: | 1. Department of Management, Shanclong Institute of Economics, Jinan 250014, China 2. Business College, Nankai University, Tianjin 300071, China |
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| Abstract: | Taking England retailers' brand strategy evolvement as an example in the case study,this paper presents a view of corporate branding trend of the retailers.On the basis of literature review,it proves the increasing clear and common branding consciousness in the retail trade.In the end,the motives of the trend's formation are discussed based on the retailing operational characteristics and corporate brand connotation. |
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| Keywords: | retailing brand strategy corporate branding |
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