1 / 11A Study on the Building of the Strategy System of Retailer Brand Equity ManagementTable of ContentsAbstract.3 1 Introduction.4 2 Body 2.1 Retailer brand marketing management：The direct approach of optimizing retailers to create brand equity.42.2 Customer Emotion management : Stimulate the emotional power of retailers create brand equity52.3 Customer Experience Management : building experience platform for retailers to create brand equity62.4 Customer relationship marketing management: strengthen the retail goods brand asset to create the relationship quality.82.5 Management of the customer loyalty 103 Conclusion .10References .122AbstractThe retailer brand equity is the integration of store brand and the related asset and liability; it can increase or decrease consumersperceived value of store brand. The higher retailer brand equity will bring the customers higher value and utility of retailer brand, and retail enterprises more customerspositive reaction. Constructing brand equity is one of the important strategic issues for the retailers; it can bring retail enterprises more benefit; and it is of great significance for retail enterprises to improve their performance. Based on the perspective of multi-dimensional theory, Baker builds a strategy system of retailer brand equity management. The research ,the basis of management theory and science, shows that, retailer brand marketing management is the direct way to optimize the creation of retailer brand equity; customer emotion management is the emotional force to stimulate the creation of retailer brand equity; customer experience management is the experience platform for the creation of retailer brand equity; customer relation marketing management is the way to strengthen the relation quality of the creation of retailer brand equity; and customer loyalty management is the fundamental guarantee for laying the solid foundation of the creation of retailer brand equity.3A A StudyStudy onon thethe BuildingBuilding ofof thethe StrategyStrategy SystemSystem ofof RetailerRetailer BrandBrand EquityEquity ManagementManagementRetailer brand equity is congregation of assets and liabilities of brand, name and symbol of store.It affects consumers perceived value of store brand. The more high retailer brand asset means that the retailer brand brings more value and utility to customers;therefore,the construction of brand equity is an important strategic issue who is faced by retailers, it can bring many benefits for retail enterprises. This paper mainly discusses the system construction strategy of retailer brand asset management from the retailer brand marketing management, customer emotion management, customer experience management, customer relationship management, customer loyalty management, to provide new management perspectives and ideas about processes and the ways of establishing of retailer brand equity for retailers.1 Retailer brand marketing management：The direct approach of optimizing retailers to create brand equityThe effectiveness of the retailer brand marketing management directly determines the retailer brand equity values. The key of retailer brand marketing management is that retail enterprises base on the selected segment market to develop a reasonable retailer brand localization development plans(Harold,K,1984).The core content of brand positioning includes the basis work of brand position, brand position and output of brand position. Retailer brand positioning should not only consider the competitive advantage of retail enterprise itself, but also a comprehensive competition of retail enterprises information of brand positioning and target market consumer demand, 4then choose the right brand positioning strategy, determine reasonable brand positioning concept, so that retailer could form the differentiation brand positioning eventually.On the basis of the retailer brand positioning, the reasonable designs of various retail marketing strategy, is the key of retailer brand equity value. The nature of the implementation of retail marketing strategy embody in the configuration and management activities of all kinds of store image attributes(commodity, price, employee, convenient facilities, atmosphere, and promotions).Therefore, retail enterprises should pay attention to the rich product portfolio, reform commodity integral style and improve the quality of goods.Retail enterprises design the whole image of retailers brand for effective planning, consider the objective configuration the subjective perception of different types of store image attributes, keep the whole image of the retailer brands and consistency and coordination of various kinds of store attributes, because the consumers perception and feelings of retail enterprises depend on