零售商品牌资产的研究回顾及展望

Research Review and Outlook of Retailer Brand Equity

零售商品牌资产是跨越零售管理和品牌管理两大营销研究领域的新兴研究主题,它对零售商强化品牌管理和提升市场竞争力具有积极意义。与产品品牌资产的研究进展相比,零售商品牌资产及其管理理论研究尚处于起步阶段,相关成果主要集中在零售商品牌资产的内涵、特征、测量、驱动要素及其作用机理上。本文对零售商品牌资产理论的研究成果与前沿问题进行了系统梳理和回顾,并对其未来研究方向提出了框架性建议及展望。

Retailer brand equity is a new research topic which refers to two fields of marketing research,including retail management and brand management.h is of great significance to improving retailer＇s brand management and strenthening retailer＇s market competitiveness. Being comparing with product brand equity,retailer brand equity and its management theory are still in the initial stage.Some related achievements of retailer brand equity focus mainly on its connotation,char- acteristic,measurement,impact factors and mechanism of action.This paper reviews systematically the research achievements and the forefront of issues about retailer brand equity theory,and provides some proposals for its future research directions.