海口经济学院
本 科 生 毕 业 论 文
题目 河北枣强信誉楼商厦品牌战略管理的探析
姓 名： 李 亚 南 学 号： 201113320112 所在学院： 经济贸易学院 专业班级： 市场营销一班
指导教师： 韩 丹
2015 年 5 月 15 日
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本人郑重声明：所呈交的毕业论文（设计），是本人在
指导老师指导下，独立进行研究工作所取得的成果。尽我所知，除文中已经注明引用的内容外，本毕业论文（设计）的研究成果不包含任何他人享有著作权的内容。对本论文（设计）所涉及的研究工作做出贡献的其他个人和集体，均已在文中以明确方式标明。
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目 录
摘要及关键词 .................................................................................................................................................... I 1 绪论 .............................................................................................................................................................. 1 1.1 选题的目的及意义 ............................................................................................................................... 1 1.1.1 选题的目的 ........................................................................................................................................ 1 1.1.2 选题的意义 ........................................................................................................................................ 1 1.2 国内外研究动态 ................................................................................................................................... 2 1.2.1 国内研究现状 ................................................................................................................................... 2 1.2.2 国外研究动态 ................................................................................................................................... 2 1.3 研究思路、方法以及创新点 ............................................................................................................ 3 1.3.1 研究思路、方法 ............................................................................................................................... 3 1.3.2 研究的重点、难点 .......................................................................................................................... 3 1.3.3 创新点 ................................................................................................................................................. 4 2 研究的理论基础 ........................................................................................................................................ 4 2.1 商厦品牌战略管理的基本原理 ........................................................................................................ 4 2.1.1 商厦品牌战略管理的概论 ............................................................................................................ 4 2.1.2 商厦品牌战略管理的特点 ............................................................................................................ 5 2.1.3 商厦品牌管理的必要性 ................................................................................................................. 6 3 对信誉楼商厦的SWOT分析 ................................................................................................................... 6 3.1 优势 .......................................................................................................................................................... 6 3.1.1 信誉楼商厦的地理位置优势 ........................................................................................................ 6 3.1.2 信誉楼商厦的销售规模优势 ........................................................................................................ 6 3.1.3 消费者数量较多 ............................................................................................................................... 6 3.1.4 信誉楼商厦商业信誉较好 ............................................................................................................ 6 3.2 劣势 ........................................................................................................................................................ 7 3.2.1 管理水平相对较低 .......................................................................................................................... 7 3.2.2 自有品牌开发比较保守 ................................................................................................................. 7 3.3 机会 .......................................................................................................................................................... 7 3.3.1 我国零售业发展迅速...................................................................................................................... 7
3.3.2 国家政策和银行政策的支持 ........................................................................................................ 7 3.3.3 网络营销进步快 ............................................................................................................................... 8 3.4 威胁 .......................................................................................................................................................... 8 3.4.1 内资企业竞争激烈 .......................................................................................................................... 8 3.4.2 外资企业竞争激烈 .......................................................................................................................... 8 4 对河北枣强信誉楼商厦品牌战略的现状分析 ................................................................................. 8 4.1 河北枣强信誉楼商厦现状 ................................................................................................................. 8 4.2 河北枣强信誉楼商厦的品牌战略的现状 ...................................................................................... 9 5 河北枣强信誉楼商厦品牌管理存在的问题 ...................................................................................... 9 5.1 品牌定位不明确 ................................................................................................................................... 9 5.2 品牌管理混乱 ...................................................................................................................................... 10 5.3 员工对品牌认可度低 ........................................................................................................................ 10 6 提升枣强信誉楼商厦品牌管理的对策 ............................................................................................. 11 6.1 品牌定位明确 ...................................................................................................................................... 11 6.2 加强品牌管理 ...................................................................................................................................... 11 6.3 提高员工对品牌的认可度 ............................................................................................................... 12
河北枣强信誉楼商厦品牌战略管理的探析
摘 要：零售业是一个关系国计民生的行业，与国民经济的繁荣息息相关。然而随着经济全 球一体化的发展，中国零售业在品牌战略管理方面与国外零售业之间的差距也越来越明显， 这一差距的存在制约着中国零售业的进一步发展，并且会威胁到社会的经济平衡以及安全。 因此本文通过借鉴国外的经验教训并结合我国的基本国情以及经济发展现状来探寻符合我国 国情的解决这一问题的对策，以促进中国零售业以及社会经济的发展和进步。 关键词：零售企业 品牌战略 SWOT分析 解决方案
Faith building shopping malls from zaoqiang in hebei province analysis of brand strategy management
Abstract: Retail is a relationship between industry of national economy and people's livelihood, is closely related to the prosperity of the national economy. However, as the economy .Ball of the integration of development, China's retail business in brand strategy management and the gap between foreign retailing is becoming more and more obvious. The existence of the gap restricts the further development of China's retail business, and would threaten social economic balance and security. So in this article, through draw lessons from foreign experiences and lessons and combining our country's basic national conditions and economic development to explore conforms to our country. Conditions to solve the problem of countermeasures, so as to promote the development of China's retail industry as well as the social economy and progress. Keywords: retail enterprises brand strategy SWOT analysis the solution
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