从中国游客境外爆买来分析零售企业的品牌营销策略

From Outside the Chinese Tourists to Buy Explosive Analysis of Retail Brand Marketing Strategy

中国游客境外的爆买与国内某些零售市场相对冷清相比,暴露出部分中国零售企业的种种营销弱点,特别是品牌营销的缺失。在当前经济发展进入新常态下,零售企业的传统营销手段难以适应,本文试分析零售企业的品牌营销存在的问题,借鉴境外零售企业先进营销手段来探讨中国零售企业的品牌营销策略,从而更好吸引中国游客回流购买,促进中国零售企业自身的长久发展。

The outburst of Chinese tourists compared with some domestic retail market is relatively deserted, ex- posing some of China＇s retail enterprises, marketing weaknesses, especially the lack of brand marketing. In the current economic development into the new normal, the traditional marketing methods of retail enterprises is dif- ficult to adapt to, this article to analyze the retail brand marketing problems, learn from overseas retail enterprises advanced marketing tools to explore the Chinese retail brand marketing strategy to better Attracting Chinese tourists back to buy, to promote the long-term development of China＇s retail enterprises.