A Research In The Competitive Environment And The Brand Management Of A Commerce Enterprise

Ningxia A trading company is a clothing brand Proxy Companies, which has6stores in each department store. But along with the environment change, the department store industry competition has become increasingly fierce in recent years, single-store sales decline, the enterprises are in a crucial period of vital importance.This article carries on the analysis through the use of PEST analysis method in Ningxia A business enterprises and using five forces model to analysis the main environmental factors of trade. Then through data collection to analysis of Ningxia A business enterprise internal competitive environment. Application of three basic competitive strategy and brand management theory, carries on the discussion and analysis, to the enterprise present situation and the problems we found, Ningxia A business enterprise has the brand management strategy selection errors, brand tactics for lack of fit the actual problem. For partner selection, serious errors influence the survival and development of enterprises.Synthesis of the existing situation, the suggestions to Ningxia A business improvement First of all, enterprises need to change the way of thinking, decisive and get rid of the present unfavorable situation. Handle related matters properly, reduce the loss of enterprises. Second, enterprises need to locate, select new cooperation brand, stop cooperation with big stores, actively open independent stores, to seize the initiative. Third, enterprises should formulate a development plan, and formulate the corresponding measures according to the business objectives and principles. In the full understanding and grasp the current impact the development of all the factors, use the differentiation strategy to create business advantage, to use a single brand tactics focused enterprise strength to finish early accumulation of enterprises.