浅谈永辉超市品牌建设

浅谈永辉超市品牌建设【摘要】品牌是企业或产品个性化的字号，其无论是对企业还是消费者来说，都是十分重要的。在当今国际国内市场竞争日趋激烈的情况下，品牌可以给企业在竞争中夺得更大的市场份额，获取超额利润，促进企业成长。然而有的企业对品牌概念认识不清，抱着短期功利思想匆忙投身于品牌建设，没有打造品牌应有的内涵和核心价值，使得品牌起不到应有的作用。社会的高速度运转，竞争压力的增大，使得一个企业要想获得一席之地，必须有不同于其它企业的地方，方能吸引消费者。永辉超市，一个原先不起眼的民营企业，在经历短短十年的奋斗历程中，发展成为国内外零售企业的龙头老大，这其中它的市场定位，特色品牌建设给人们留下了极大的印象。本文的研究以理论研究为基础，并辅以实践例证。通过查阅大量的中外期刊和文献，在品牌建设理论概述的基础上，分析了我国当前民营企业品牌建设存在的问题，通过永辉超市品牌建设的案例，从中获得成功的经验，为我国以后企业品牌建设提供一些建议和参考。【关键词】品牌；市场定位；特色品牌建设TalkaboutYonghuiSupermarket'sbrandbuildingAbstract:Thebrandisthefontsizeofthebusinessorproductpersonalization.Eitherforbusinessesorconsumers,areveryimportant.Intoday'sinternationalanddomesticmarketsincreasinglycompetitivebrandscangivecompaniesinthecompetitiontowinabiggermarketshare,excessprofits,growyourbusiness.However,someenterpriseshavenoclearunderstandingoftheconceptofthebrand,hurrytojointheholdingofshort-termutilitarianthinkingonbrandbuilding,nottobuildthebrandconnotationandthecorevaluesofthebrandcan'tachieveitsproperrole.Thesociety'shigh-speedoperation,increasedcompetitivepressures,makingabusinessinordertogetaplace,theremustbedifferentfromothercompaniesinordertoattractconsumers.YonghuiSupermarket,apreviouslyobscureprivateenterprises,theexperiencejusttenyearsofstruggledevelopedintoaleaderintheretailbusinessathomeandabroad,ofwhichitsmarketpositioningcharacteristicsofbrandbuildingtothepeopleleftagreatimpression.Thisstudybasedontheoreticalresearchandsupplementedbypracticeexamples.Throughaccesstoalargenumberofforeignjournalsandliterature,onthebasisoutlinedinthetheoryofbrandbuilding,analyzetheproblemsofChina'sprivateenterprisesinbrandbuilding.ThroughYonghuiSupermarketbrandbuildingcaseandgainasuccessfulexperience,andoffersomesuggestionsandreferencesforourfuturecorporatebrandbuilding.Keywords：brand；marketpositioning；characteristicsofthebrandbuilding目录1绪论........................................................................................................................................11.1选题背景和研究意义...................................................................................................11.1.1选题背景............................................................................................................11.1.2研究意义............................................................................................................11.2论文的研究方法和研究内容......................................................................................11.2.1研究方法............................................................................................................11.2.2研究内容............................................................................................................22企业品牌建设理论概述......................................................................................................22.1企业品牌建设的概述..................................................................................................22.1.1企业品牌建设的含义........................................................................................22.1.2企业品牌建设的认知........................................................................................22.1.3企业品牌建设的设计........................................................................................32.2企业品牌建设的作用..................................................................................................42.2.1品牌为企业带来经济效益................................................................................42.2.2品牌是有效的推销手段....................................................................................52.2.3品牌有利于确定企业市场地位........................................................................52.3企业品牌建设的要素..................................................................................................62.3.1企业品牌形象包含哪些要素.............................................................................62.3.2企业品牌形象与要素间的关系........................................................................62.4我国民营企业品牌建设存在的问题..........................................................................73永辉超市品牌形象塑造案例分析........................................................................................83.1永辉超市公司简介......................................................................................................83.2永辉超市发展史........................................................................................................83.2.1永辉超市的起步................................................................................................83.2.2永辉超市的扩张.................................................................................................93.2.3永辉超市的冲刺..............................................................................................103.3永辉超市品牌的打造................................................................................................113.4永辉超市品牌建设的成功经验................................................................................133.4.1生鲜“打天下”..................................................................................................133.4.2产业链突围....................................................