Research on Brand Value Enhancement Strategies of Retail Enterprises Under the Background of Mobile Internet--Take Inzone Group as an Example

摘要：

　　The rapid development of mobile internet has brought a strong impact on the traditional retail industry.What companies need to do is use the mobile internet to increase their brand value continuously.Taking the Inzone Group as an example,our research found that the main factors constraining the improvement of brand value are the poor product performance-price ratio and poor tangible display,poor public praise recommendation effect,and poor advertisement efforts.Then,we put forward APP upgrade innovations,online retail channel expansion,the full coverage of WIFI and multi-platform cooperation strategy,etc.We hope this paper have certain reference value for the promotion of brand value of retail industry.

关键词： Mobile Internet Brand Value Brand Communication

作者: Yongsheng Yin

作者单位: Shandong Yingcai University

会议类型: 国际会议

会议名称: China Marketing International Conference 2019 (2019中国市场营销国际学术年会)

会议地点: 广州

会议语种:英文

页码: 182-198

在线出版日期: 2019-07-22（万方平台首次上网日期，不代表论文的发表时间）