加入WTO后我国连锁超市发展中的品牌战略

Brand Strategy in the Development of Chain Supermarkets After China's Entry Into WTO

我国加入WTO必将加剧商业企业的竞争,尤其是连锁超市会面临国外名牌连锁集团的挑战。强 化经营管理,提升市场竞争能力是连锁超市的现实选择。其中,实施品牌战略有利于连锁超市提高信誉、 形成经营特色、降低商品价格、提升市场竞争力。针对我国连锁超市的发展状况,需制定相应策略。

After China's entry into the WTO, the competition among enterprises will be aggravated greatly. Especially China's chain supermarket will have to compete with famous foreign supermarkets. They can only choose to strengthen their management and improve competitiveness. The implementation of brand strategy may benefit enterprise in the improvement of reputation, managerial style, lowering prices and the promotion of competitiveness. In this paper the author draws up the countermeasures as to China's supermarkets.