新零售背景下企业品牌战略研究

Research on Enterprise Brand Strategy under the Background of New Retail

随着个性化需求和消费升级,新零售模式彻底改变了传统消费观念,实现了各行业和各领域的深度融合,成为商贸企业未来的发展趋势。商贸企业应当运用新零售模式创新品牌,扩大市场需求,增强市场竞争力。鉴于此,本文分析了新零售背景下企业实施品牌战略的必要性,并提出新零售背景下企业品牌战略的实施路径。

With the personalized demand and consumption upgrading,the new retail model has completely changed the traditional consumption concept,realized the deep integration of various industries and fields,and become the future development trend of business enterprises. Commercial and trade enterprises should use new retail mode to innovate brand,expand market demand and enhance market competitiveness. In view of this,this paper analyses the necessity of implementing brand strategy in the context of new retail,and puts forward the implementation path of brand strategy in the context of new retail.