Brand Construction Of Chain Supermarkets Based On The "Quanlian Supermarket" TV Ads

This article takes two category-Tv ads based on brand construction and supermarket chain based on retail industry for the study. The researchers of brand construction,TV ADS is already get much achievement. But in the study of supermakets chain’s brand construction is more less in this area.the study of strategic research television advertising for brand constuction on the supermarket chain is still a new topic, so the purpose of segmentation is that be hopefully to the practical operation and more detailed,specific guidance.The article aims to solve three problems:1, did the supermarket chains need to brand building;2, the roles of TV ads for the supermarket chain’s brand construction;3,to summarized the object of study in the specific strategies. In combination with the current actual situation mainland supermarket chains with specific data, as well as cases of companies-Trans Union Welfare Center in2006and has relevant experience in television advertising and marketing trends, draw the relevant answer. On the first issue, the article that at this stage, the mainland supermarket chain enterprises have the ability to simultaneously demand, brand building and down some effort. And on television advertising for the role of the supermarket chain brand building, through the analysis of the whole style associated with the effect of television advertising, roughly summed up their demands and strategies on the use of television advertising, while the continent in order to better adapt to the local supermarket brands construction, based on my experience of the whole Union, summed up the general strategic steps, and on related issues were explained one by one.The results of the article is based on previous studies and their learned knowledge, there is a lot of space to correct and progress, and many theories rasied in the topic need to be more and more tested by practice, But due to the time constraints and knowledge, surely has many shortcomings, look to the teachers and students criticized the correction.