Research On Brand Strategy Of Chinese Retailing Enterprises

Commerce is a significant component of national economy. Some scholars point that the world in the 21st century is a commercial society. Retailing industry, as the most important component of commerce, has long been one of the attention focuses, and its development level is one significant index to measure the economic standard of a country or region. Since the reform and opening up, Chinese retail industry has boomed into a rapid expanding phase with great development, change and reform. This uplifts its role and status in the whole supply chain as well as in national economy. With China's entry into the WTO, its retail industry has realized all round opening up step by step, and attracted lots of foreign retailing companies into its market. The competition in this industry is thus becoming more and more heated. To avoid vicious price competition, the competition focus of retailing companies has turned to brand competition. Compared with international retailing tycoons, Chinese domestic retailing companies are lacking in experience, competitiveness and brand advantage. Therefore, Chinese retailing companies must stick to appropriate brand strategy and accumulate experience and competitiveness in order to compete with foreign enterprises, remain invincible on the international market, and further maintain healthy and rapid growth.At present, Chinese scholars' research centers on the development features of domestic retail industry and private brand strategies. Overseas research in this field is more mature with a lot of influential theories, yet aren't able to provide Chinese retailing enterprises sufficient guidance on brand strategy implementation. Based on analysis of Chinese retailing companies' characteristics, this article gives a systematic review on brand strategy implementation of retailing enterprises, with a comprehensive adoption of literature review, comparative study, qualitative and quantitative analysis. There are mainly three parts in this article. The first part, introduction and literature review, introduces the background, significance and methodology of this research, summarizes relevant theories and research home and abroad. The second part, which is also the central part, gives a comparative analysis of the development status and environment of Chinese retailing companies. The author elaborates brand strategy planning of Chinese enterprises according to the brand strategy planning steps and gives specific proposals for brand strategy implementation from two perspectives, government and enterprises. The third part analyzes the brand strategy of Gome as a case study of and concludes the article with a brief summary of the thesis findings and limitations.With reviewing and analysis of Chinese retailing enterprises' brand strategy, this study can help develop relevant research in this field thus has theoretical significance. Meanwhile, this thesis proposes suggestions for the implementation of brand strategies for retailing enterprises, thus help with the development of Chinese retailing industry, so it also has some practical significance.