基于消费者的大型超市品牌资产价值关键驱动因素分析

在零售业竞争异常激烈的今天,我国大型超市都在为提升竞争力而大行品牌建设之道。然而,这些超市品牌价值提升效果却不尽人意,尤其是品牌资产价值总体落后的本土大型超市更是如此。影响我国大型超市品牌资产价值的因素有很多,企业应当弄清其中的关键驱动因素,并从这些关键驱动因素入手,制定品牌价值的提升对策,增强品牌价值的提升效果。

Analysis of the Key Drivers Based on the Consumer Value of the Assets of the Large Supermarket Brand

Nowadays,with the fierce competition in retail business,hypermarkets in China are committed to brand building in order to enhance the competitiveness.However,the results of improving the value of brand asset in these hypermarkets are unsatisfactory,particularly in the local hypermarkets whose brand asset’s value is left behind.There are many factors influencing the brand asset’s value of hypermarkets in China.So the enterprises should make clear of the key driving factors and start with them to develop the promotion strategy in order to enhance the effect of promotion in the brand value.