Abstract

Vietnam is currently in the phase of integration into the regional and world economy. This has created many favorable directions for Vietnamese enterprises to develop. In the ever-changing business environment, besides development opportunities, it also puts pressure on Vietnamese businesses that want to survive and develop, to have business strategies suitable to the actual situation. Today, when the life of every citizen is gradually improved, the demand for shopping and entertainment is increasingly focused. Therefore, businesses also give priority to the development of shopping malls to meet the needs of the people. And the electronics supermarket is a form of shopping that is effective in meeting the consumption needs of people of all walks of life. There are many electronics supermarket businesses that are increasingly formed and developed, providing products and services, serving everyone. And these businesses are very competitive with each other and build a brand strategy to promote their electronics supermarket business. To find out what is different in the brand strategy of electronics supermarket businesses. And four large electronics supermarket enterprises in Vietnam were selected for the study: Dien May Xanh, Nguyen Kim, Dien May Cho Lon, The Gioi Di Dong. And based on the analysis of brand strategy at four electronics supermarket enterprises in Vietnam in recent years.