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移动互联网的迅猛发展给传统零售行业带来强烈冲击。企业要做的是利用移动互联网络,不断提升品牌价值。以银座集团为例,研究发现制约其品牌价值提升的因素主要是产品的性价比和有形展示较差、口碑推荐效果不佳、广告传播力度小等,进而提出了APP升级创新、拓展网络零售渠道、WIFI全覆盖和寻求多平台合作等策略,希望对零售业品牌价值提升具有一定借鉴意义。
The rapid development of mobile Internet has brought strong impact on the traditional retail industry. Enterprises need to do is to use the mobile Internet, and constantly enhance the brand value. Taking Ginza as an example, it is found that the main factors restricting the enhancement of its brand value are the poor performance-of-price ratio and physical display of the product, the poor reputation recommendation effect, the small advertisement diffusion, and then put forward the APP upgrade and innovation, expanding the online retail channel, WIFI full coverage and seek multi-platform cooperation strategy, hoping to enhance the value of the retail brand has some reference.