關鍵詞：零售業，品牌，品牌資產，品牌資產管理，顧客忠誠度，核心競爭力
Abstract
With the combination of basic theory and practical experience, this thesis mainly gives an introduction of the development, the concept of brand equity and the measures of establishing brand equity management of China’s retailing in systematized structure. It attempts to reveal the significance of brand equity management in the sharp competition of domestic retailing, and hopes to provide reference for retail business.
The ultimate goal of brand equity management is to establish relation with clients. Consumer is the foremost asset factor of our country’s retailing; hence insight into consumer is the fundament of brand management. Brand comes from consumer; consumer is the subject to be benefited. The only way to achieve high asset brand is to gain consumer—the king of all business industries.
The thesis begins with the present development of China’s retailing, consists of five parts through the methods of analysis and comparison. The first part is the introduction; the second and third parts expound the fundamental situation of domestic retailing, display the importance of setting up retailing brand and possessing brand equity; the rest parts point out and analyze the existed problem on brand equity management, provide relevant measures which aim at gaining further improvement. Hoping this set of theory is applicable to the current situation of China’s retailing, which is capable to assist brand management effectively and wins brand equity growth in the face of international competition.
