零售商品牌资产管理策略体系构建——基于多维理论视角的探讨

零售商品牌资产的管理和创建是零售企业获取持续竞争优势的关键,但关于零售商品牌资产管理策略的理论指导并不系统和丰富。因此,本文从零售商品牌营销管理、顾客情绪管理、顾客体验管理、顾客关系管理、顾客忠诚管理5个多维理论视角,对零售商品牌资产管理的策略体系进行了构建,以期为零售商品牌资产的创建过程和途径提供丰富的管理视野与思路。

A Study on the Building of the Strategy System of Retailer Brand Equity Management

The retailer brand equity is the integration of store brand and the related asset and liability;it can increase or decrease consumers’ perceived value of store brand.The higher retailer brand equity will bring the customers higher value and utility of retailer brand,and retail enterprises more customers’ positive 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 perspective of multi-dimensional theory,the author builds a strategy system of retailer brand equity management.The research shows that,retailer brand marketing management is the direct way to optimize the creation of retailer brand equity;customer emotion 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 retailer brand equity;and customer loyalty management is the fundamental guarantee for laying the solid foundation of the creation of retailer brand equity.