企业在营销活动中,应该重点打品牌,还是打销量的争论日渐平息,企业通过实践得知没有品牌的拉动,销量难遂心愿,同时,没有销量的支撑,品牌也成了空中楼阁。从品牌传播方式、渠道的整合,到产品供应链的重构,企业运营的各个方面、各个环节都在不断优化,其相互间的协调配合也越来越受到重视。旗舰店,不仅是规模大、档次高的品牌卖场,更是品牌与消费者直接沟通的平台,它把广告中的产品、概念送到消费者面前,让消费者亲身体验,在与消费者的零距离接触中,达到信息与情感的交流。有的企业建立的旗舰店,甚至没有销售功能,完全以展示品牌形象、传播产品信息为宗旨,呼应广告宣传,推动终端销售,使旗舰店成为纯粹的“终端式的媒体”。旗舰店,不仅直面消费者,还是经销商的“统帅”,无论旗舰店由厂家直接设立,还是经销商独立运营,或者厂商合作共建,都为该品牌各种渠道的终端提供了旗张鼓响的坚强后盾,成为终端销售士气和信心的源泉。旗舰店,是广告的落地点,是终端的拉升处,是线上、线下、大众、窄众等各种营销传播手段融汇的中心。恰如足球场上的中锋,冲前护后,虽弹丸之地,却把握着全局之胜败。在此,我们以一组文章与读者共同探讨旗舰店在品牌传播中的作用。我们看到,在不同的企业,旗舰店的功能定位、运营模式,甚至称谓? Enterprises in marketing activities, should focus on playing the brand, or sales volume of the argument is gradually subsided, enterprises learned that there is no pull through the brand, sales difficult wish, at the same time, there is no sales support, the brand has become a castle in the air. From the aspects of brand communication mode, channel integration, product supply chain reconstruction, and enterprise operation, all aspects are continuously optimized, and their coordination and coordination are getting more and more attention. Flagship store, not only large-scale, high-grade brand stores, but also brand direct communication with consumers platform, it ads in the product, the concept sent to consumers, so that consumers experience, with the consumer Zero contact, to achieve the exchange of information and emotion. Some enterprises to establish the flagship store, or even no sales function, fully display brand image, product information dissemination for the purpose of echoing the advertising, promotion of terminal sales, the flagship store as a pure “terminal media.” Flagship store, not only face the consumer, or the dealer's “commander”, regardless of the flagship store directly set up by the manufacturer, or dealer independent operation, or manufacturers co-build, all brands of channels for the brand terminal drum Strong backing of the ring, the source of morale and confidence in the terminal sales. Flagship store, is the landing place for advertisements, is the terminal of the pull-up, online, offline, the public, narrow public and other means of marketing convergence of various marketing center. Just as the center of the football field, washed before the protection, although the projectile land, but hold the overall victory or defeat. Here, we use a series of articles and readers to explore the role of flagship stores in brand communication. We see that in different enterprises, the flagship store's functional positioning, operating mode, or even appellation?