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我国大型零售企业自有品牌发展战略研究

文档名称:我国大型零售企业自有品牌发展战略研究
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文档名称:我国大型零售企业自有品牌发展战略研究
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上传者:zbvip
添加时间:2019/05/14
内容摘要:
山东大学
硕士学位论文
我国大型零售企业自有品牌发展战略研究
姓名:张同慧
申请学位级别:硕士
专业:企业管理
指导教师:陈志军
20090920
山东大学硕士学位论文
摘要
现阶段我国零售业竞争日趋激烈,除了国外零售商的冲击外,一个重要原因
就是国内零售企业处于同质化的低水平竞争,大家经营着相同或相似的商品,且
采取类似的促销手段和价格定位.在这种背景下,实施自有品牌战略,被越来越
多的零售企业所关注。发展自有品牌,可以使零售企业根据消费者的需求特性和
产品生命周期,对所经营的商品进行灵活调整,形成企业商品差异化特色。这不
仅使零售商的商品品种构成更加充实,而且进一步借助于自有品牌的导入,在消
费者心中强化零售商的企业品牌形象,形成差异化的品牌识别,从而培养和增强
了消费者对零售店的忠诚,促进了企业的良性发展
本文对我国零售企业发展自有品牌的时代背景和现实意义进行了分析,从国
际零售企业的进入对我国零售市场的冲击和我国零售业的现状两方面,说明了在
竞争日益激烈的国内零售市场中,实施自有品牌战略的可行性。本文综述了国内
外关于自有品牌问题的研究情况,对自有品牌的概念及特点进行了论述。分析了
我国零售企业发展自有品牌的三大因素:零售企业自身条件、制造商和消费者三
个方面;对我国目前零售企业自有品牌的发展状况进行了分析,认为我国零售业
存在着自有品牌的开发目标不明确、产品质量控制能力差、品牌竞争力及规模较
小等问题,提出了自有品牌发展战略的三大基本模式,对我国大型零售企业自有
品牌战略的实施提出了对策。
关键词:中国零售企业自有品牌竞争优势发展战略
山东大学硕士学位论文
ABSTRACT
It is a fact that China retail enterprises are facing sharp competition at the Pres
stage. Besides great impact from overseas retailers, aker eason for the situation is
that native retail enterprises are competing at a low level with product homogeneity
which means they are marketing same or similar products and perform smilar
promotions and pricing. Under this background to implement private brand strategy
is attracting more and more retail enterprises in China. Private brand development
enables the retail enterprise to take flexible adjustments to its product according to
consumers requirements and the life cycle of product so as to form product
diferentiation among different enterprises. This can not only make the retailer s
product category structure more solid, but also strengthen its brand image in
consumers heart by importing the private brand to form diferent brand identification
Thereby, customer loyalty to the retail enterprise will be brought up and elilianced
and the enterprise will enjoy good development.
First, in the introduction, the study analyzes background and significance of
private brand development for Chinese retail enterprises, which refers to two aspects
including the impact on Chinese retail brought by global retailers and the current
situation of the retail business in China. It proves that to implement private brand
strategy has been imperative under the situation of inereasingly competitive domestic
retail market. Then, the study summarizes surveys at home and abroad on private
brand research and lists the research methods of this paper. In the second part, the
history and current situation of private brand at home and abroad are described. Three
factors on the development of private brand of retail enterprises in China are
discussed in the third part: retailers own conditions, manufactures and consumers. The
fourth part analyses the developing situation of private brand strategy of the retail
enterprises in China, and proposed three basic models of private brand strategy; the
fifth part talks about the measures to implement the private brand strategy in our
count
Keywords: Private Brand, Chinese Retail Enterprise,
Competitive Advantage Development Strategy
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