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1、品牌力----眼镜零售企业发展的源动力管理（Brandpower---thesourcepowermanagementofglassesretailenterprisedevelopment）Withthechangeofsocialeconomicenvironmentandtheincreasingintensityofcompetitionintheindustry,moreandmoreproblemsareencounteredintheoperationofglassesretailenterprises:?turnoverdidnotinc
2、rease;?aspricesrise,theaveragesocialwageisalsorising,thewagesofemployeesmustfollowup,otherwisethestabilityisgettingworse;?rentshavegoneupby10%thisyear;?competitionismoreandmoreintense,andtheedgeofa"cheapsupermarket",theunitpriceisnoteasytoputup;:suppliersdemandgrowtheveryy
3、ear,ortheywillcompressmyyear-endrebates;?withthedevelopmentofInternetsales,thepricetransparencyofglassesisgettinghigherandhigher,andconsumersandconsumersarebecomingmoreandmorerational.Facedwiththisseriesofmarketconditions,theglassesretailenterprisesareactivelythinkingaboutaproble
4、m:howtoexpandmarketshare?Howdoyouincreaseyourprofitmargin?Toexpandmarketshare,inadditiontoconstantlyexpandingstores,wemustretaintheoldcustomersatthesametime,toattractmoreconsumerstostoreconsumption.Sohowtoattractconsumerstothestore,nowwidelyusedinindustryisbywayofpromotion,prefer
5、entialpricestoattractconsumers,buttheresearchshowsthatthepricecompetitiveadvantagecanonlylastabout60days,inotherwords,tomaintainthecompetitiveadvantageinthisway,itmustbelong-termpromotion,butthelong-termspecialofferpromotiontotheenterprisebringthelossanddamagetheprofitofpricesyst
6、em.Throughthestudyandanalysisofvariousfactorsthataffectthecompetitiveadvantageofenterprises,theexpertsdrawtheconclusionthatonlythebrandwillbringthecompetitiveadvantagetotheenterpriseforalongtime,anditcanalmostalwaysbesustainable."Brand"hasrecentlybecomeahotwordindustrydiscussion,
7、the2011summitwillbe"brandbuilding"asoneofthetopics,butfromtheforumthedelegates'comments,butwedidnotfindtherightdirectionandmethodofbrandbuilding".Visible,althoughwehavebeenawareoftheimportanceofthebrandfortheenterprise,butmostofthemstillcannotfindtherightpath,orhavenowaytostart.I
8、nthispaper,aroundthebrandshapingpath,giv
