中国城市零售商业企业品牌竞争优势的创造与持续

Creation and Sustainability of the Chinese Urban Retail Enterprises' Brand Competition Advantage

本文借鉴国内外现有研究成果,扩展了零售企业品牌竞争优势的内涵及起因理论,认为零售企业品牌竞争优势的基本形式有廉价、丰富、流行、便利、快速、简精六种,零售商业企业品牌竞争优势的起因有创新、控制、竞争、合作、拉拢“五C”。创造性地提出零售商业企业品牌竞争优势持久性来源有四个层次,由内往外依次为企业的内在追求及对环境压力的感知,学习力、实践力的动态有机结合,创新力、控制力的动态统一,独特的资源、能力及其特定组合。在此基础上,提出了中国城市零售商业企业品牌竞争优势创造与持续的实现措施。

This text makes reference to the existing research results, and expands the theory of connotation of retailer＇s brand competition advantage and cause. There are six kinds of basic forms of retailer＇ s brand competition advantage ： cheap, abundant, popular, convenient, fast, fewer but better. There are ＂five Cs ＂ causes of retailer＇s brand competition advantage： Creation, Control, Competition, Cooperation, Co - option. This paper propose creatively that there are four levels to sustainable competition advantage of the brand by inherent pursuit of enterprise and perception of environmental pressure, learning strength and practice strength are combined organically, the unifying dynamically of innovative strength and control strength, unique resource, ability and special, combination. Based on these, this paper proposes the measures to creating and sustaining the China urban retailer＇s brand competition advantage.