宁夏A商贸企业是一家服装品牌代理公司,在银川各大百货商场拥有6家门店。但随着大环境

的变化,近几年百货业的竞争越加激烈,单店销售额呈下滑趋势,该企业处在生死存亡的关键时期。

本文在通过运用PEST分析法对宁夏A商贸企业所处的宏观主要环境因素进行分析,运用五种

力量模型对企业所处欧亿·体育（中国）有限公司主要环境因素进行分析。通过数据收集,具体分析宁夏A商贸企业的内部

竞争环境因素。运用三种基本竞争战略以及品牌经营管理的理论知识,对企业现状及存在的问题进

行探讨和分析,笔者发现宁夏A商贸企业存在着品牌经营战略选择失误、品牌进行战术安排缺乏契

合实际的问题。对于合作商的选择,存在影响企业生存发展的重大失误。

综合现有情况,对宁夏A商贸企业经营现状给出改善建议。第一,企业需要转变思路,果断摆

脱当前的不利局面,妥善处理相关事项,减少企业损失。第二,企业需要重新定位,选择新的合作

品牌,停止与商场的合作,积极开设独立店铺,掌握主动权。第三,企业要制定发展计划,并根据

经营目标和原则制定相应的措施。在充分理解和掌握当前影响企业发展的各个因素后,运用差异化

战略创造企业优势,使用单一品牌战术集中企业力量完成企业的前期积累。

关键词:商贸企业,品牌经营管理

Abstract

Ningxia A trading company is a clothing brand Proxy Companies, which has 6 stores in each

department store. But along with the environment change, the department store industry competition has

become increasingly fierce in recent years,single-store sales decline,the enterprises are in a crucial

period of vital importance.

This article carries on the analysis through the use of PEST analysis method in Ningxia A business

enterprises and using five forces model to analysis the main environmental factors of trade. Then

through data collection to analysis of Ningxia A business enterprise internal competitive environment.

Application of three basic competitive strategy and brand management theory,carries on the discussion

and analysis, to the enterprise present situation and the problems we found,Ningxia A business

enterprise has the brand management strategy selection errors, brand tactics for lack of fit the actual

problem. For partner selection, serious errors influence the survival and development of enterprises.

Synthesis of the existing situation, the suggestions to Ningxia A business improvement First of all,

enterprises need to change the way of thinking, decisive and get rid of the present unfavorable situation.

Handle related matters properly, reduce the loss of enterprises. Second, enterprises need to locate, select

new cooperation brand, stop cooperation with big stores,actively open independent stores, to seize the

initiative. Third, enterprises should formulate a development plan, and formulate the corresponding

measures according to the business objectives and principles. In the full understanding and grasp the

current impact the development of all the factors, use the differentiation strategy to create business

advantage, to use a single brand tactics focused enterprise strength to finish early accumulation of

enterprises.

Key words: commerce enterprises,brand operation and management