论百货业的品牌营销策略（有案例）.doc

摘要：近年来，随着全球经济的飞速发展与人们价值观和消费观的变化，百货业态已经成为全球蒸蒸日上的商业业态，然而，都说经济是一把双刃剑，百货业也亦竞争越演越烈，重庆地区也不例外，无论是新兴百货公司还是传统的本土百货行业也面临着巨大的竞争压力。在市场经济发展日趋深化的今天，品牌对于企业生存和发展的重要性愈来愈强，品牌战略已成为众多知名企业在市场竞争中立于不败之地的法宝。在企业营销品牌战略发展状况的基础上，提高品牌意识，搞好品牌定位，塑造良好品牌形象，已成为企业品牌营销的必然选择。如今，就百货业的有效营销手段而言，品牌营销已经成为企业市场营销策略中的佼佼者，品牌现在已经成为了许多现代企业的核心竞争力之一，在百货业中它的价值更加突出。

　　　本文以重庆商社百货为例，通过对重庆地区百货业态竞争环境、消费群体进行市场调查，以便分析商社百货的品牌营销策略，总结百货行业的先进营销策略，并为今后的百货行业品牌营销策略提供借鉴。

关键词：百货业 重庆商社 品牌 品牌营销 营销策略

ABSTRACT：In recent years, with the rapid development of the global economy and the people's values and changes in consumption concept, department store format has become the be on the upgrade of commercial activities, however, said that the economy is a double-edged sword, the department store industry is also increasingly competitive, Chongqing region is no exception, whether new or traditional department stores local department store industry is also faced with the enormous pressure of competition. In the deepening development of the market economy today, the brand for enterprise survival and development is becoming more and more strong, the brand strategy has become a magic weapon for many well-known enterprises remain invincible in the market competition. Based on the development of enterprise marketing brand strategy, enhance brand awareness, improve brand positioning, create a good brand image, has become the inevitable choice of brand marketing. Now, in terms of effective means of marketing department stores, brand marketing has become a leader in the enterprise marketing strategy, brand has now become one of the core competitiveness of many modern enterprises in the department store industry.

　　　Chongqing,department store industry prospects and the industry growth rate is high, the market capacity is also slowly rising, but the Chongqing native retail enterprises in the contemporary diversified Department form to be based on the heel, must keep pace with the era of commercial economy.

　　　The pace and department stores. According to the Chongqing business department as an example, through the Chongqing area department stores, department stores competitive consumer market investigation, analysis of the brand marketing strategy, business department draws the conclusion, summary, finally found the problem, problem solution..

Keywords：Chongqing business department；brand marketing；department store forma

　　　本论文通过研究重庆商社百货公司的品牌营销策略，把传统百货企业管理者从基于落后的传统品牌管理思维中解脱出来，开辟商社百货品牌管理新战略。可以让其在同种市场竞争环境中获得和保持竞争优势，挖掘企业的具有差异化个性、能够深刻感染消费者内心的品牌核心价值，提升企业的品牌形象，让品牌成为其销售附加值的重要工具。百货业是一个非常有潜力的零售业态，具有很大的发展空间，选择这个论题，希望更全面了解我国的百货店现在发展情况以及对未来百货业的展望。此外，国内外市场已经进入品牌竞争的时代，以品牌为核心的企业重组已经成为了一种趋势，重庆本土最大的商社百货更要随时洞悉同行业的市场环境，随时调整营销战略，跟上时代经济发展的步伐。同时，也可以为其他行业的零售业提供品牌营销经验和借鉴。