A Study on the Building of the Strategy System of Retailer Brand Equity Management 零售业品牌建设英语论文

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1、AStudyontheBuildingoftheStrategySystemofRetailerBrandEquityManagementTableofContentsAbstract……………………………………………………………….31Introduction………………………………………………………...42Body2.1Retailerbrandmarketingmanagement：Thedirectapproachofoptimizingretailerstocreatebrandequity………

2、……………………….42.2CustomerEmotionmanagement:Stimulatetheemotionalpowerofretailerscreatebrandequity……………………………………52.3CustomerExperienceManagement:buildingexperienceplatformforretailerstocreatebrandequity……………………………..62.4Customerrelationshipmarketingmanagement:st

3、rengthentheretailgoodsbrandassettocreatetherelationshipquality……………….82.5Managementofthecustomerloyalty………………………..103Conclusion……………………………………………………….10References………………………………………………………….1211AbstractTheretailerbrandequityistheintegrationofstorebrandandtherelat

4、edassetandliability;itcanincreaseordecreaseconsumers’perceivedvalueofstorebrand.Thehigherretailerbrandequitywillbringthecustomershighervalueandutilityofretailerbrand,andretailenterprisesmorecustomers’positivereaction.Constructingbrandequityisoneoftheimporta

5、ntstrategicissuesfortheretailers;itcanbringretailenterprisesmorebenefit;anditisofgreatsignificanceforretailenterprisestoimprovetheirperformance.Basedontheperspectiveofmulti-dimensionaltheory,Bakerbuildsastrategysystemofretailerbrandequitymanagement.Theresea

6、rch,thebasisofmanagementtheoryandscience,showsthat,retailerbrandmarketingmanagementisthedirectwaytooptimizethecreationofretailerbrandequity;customeremotionmanagementistheemotionalforcetostimulatethecreationofretailerbrandequity;customerexperiencemanagementi

7、stheexperienceplatformforthecreationofretailerbrandequity;customerrelationmarketingmanagementisthewaytostrengthentherelationqualityofthecreationofretailerbrandequity;andcustomerloyaltymanagementisthefundamentalguaranteeforlayingthesolidfoundationofthecreati

8、onofretailerbrandequity.11AStudyontheBuildingoftheStrategySystemofRetailerBrandEquityManagementRetailerbrandequityiscongregationofassetsandliabilitiesofbrand,nameandsymbolofstore.Itaffectsconsumers'per