本文通过问卷调查和量化分析,初步研究了武汉地消费者在零售企业品牌偏好特点。结果表明:消费者偏好度高的基本为本土的大型零售企业集团,对品牌选择有较强的就近倾向;零售企业应特别注重质量、服务和环境;不同人口特征的消费者对零售企业品牌偏好不尽相同。这对于零售企业开展品牌营销活动具有重要的意义。 In this paper, through questionnaires and quantitative analysis, the characteristics of brand preference of retailers in Wuhan are preliminarily studied. The results show that: the predominantly large group of local retailers, which are highly preferred by consumers, tend to have a strong tendency toward brand selection; retailers should pay special attention to quality, service and environment; and consumers with different demographic characteristics prefer retailers’ brand preference not exactly. This is of great significance for retailers to carry out brand marketing activities.