品牌力----眼镜零售企业发展的源动力管理（Brand power --- the source power management of glasses retail enterprise development）.doc

品牌力----眼镜零售企业发展的源动力管理（Brand power --- the source power management of glasses retail enterprise development） With the change of social economic environment and the increasing intensity of competition in the industry, more and more problems are encountered in the operation of glasses retail enterprises: ? turnover did not increase; ? as prices rise, the average social wage is also rising, the wages of employees must follow up, otherwise the stability is getting worse; ? rents have gone up by 10% this year; ? competition is more and more intense, and the edge of a cheap supermarket, the unit price is not easy to put up; #61656: suppliers demand growth every year, or they will compress my year-end rebates; ? with the development of Internet sales, the price transparency of glasses is getting higher and higher, and consumers and consumers are becoming more and more rational. Faced with this series of market conditions, the glasses retail enterprises are actively thinking about a problem: how to expand market share? How do you increase your profit margin? To expand market share, in addition to constantly expanding stores, we must retain the old customers at the same time, to attract more consumers to store consumption. So how to attract consumers to the store, now widely used in industry is by way of promotion, preferential prices to attract consumers, but the research shows that the price competitive advantage can only last about 60 days, in other words, to maintain the competitive advantage in this way, it must be long-term promotion, but the long-term special offer promotion to the enterprise bring the loss and damage the profit of price system. Through the study and analysis of various factors that affect the competitive advantage of enterprises, the experts draw the conclusion that only the brand will bring the competitive advantage to the enterprise for a long time, and it can almost always be sustainable. Brand has recently become a hot word industry discussion, th