中国城市零售企业品牌竞争的战略思路

本文通过SWOT分析,得出结论:中国城市零售企业品牌弱小,外资零售企业品牌强大,中外零售企业品牌竞争是一场弱者对强者的竞争.中国城市零售企业品牌必须以智取胜、以巧取胜、以奇取胜.在此基础上,从品牌竞争战略目标、战略思维、战略方针、战略原则、战略重心、战略形式、战略技巧、战略手段等11个方面提出了中国城市零售企业品牌竞争的战略思路.

Strategic Thoughts on Brand Competition in Chinese Urban Retailing Enterprises

Through SWOT analysis,the article draws a conclusion: compared with the foreign retail enterprises' brands,Chinese urban retailers' brands are still weak,so the competition between Chinese and foreign retailers' brands is a one between the weak and the strong.The key to win the competition for these urban retailers' brands are more wisdom,skills and unusual talents.This paper proposes strategic thoughts for Chinese urban retailers' brands competition as follows: strategic objective,thinking mode,policies,pr...