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我国超市自有品牌战略研究

文档名称:我国超市自有品牌战略研究
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文档名称:我国超市自有品牌战略研究
文档关注次数:194
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文档大小:2151KB
上传者:qwertyuiop
添加时间:2019/05/15
内容摘要:
北京工商大学
硕士学位论文
我国超市自有品牌战略研究
姓名:周晓芳
申请学位级别:硕士
专业:企业管理
指导教师:黄桂芝
20070601
北京工商大学硕士学位论文
摘要
当前,国内各大超市雷同化日趋严重,彼此之间缺乏明显的差异,竞争异常激烈,导
致利润空间直线下降,寻求新的发展出路成了超市必须考虑的重要问题。纵观国际大型零
售商的发展历史,自有品牌以特有的优势成为其利润增加的重要来源。本文在前人的理论
研究基础上,结合国内外零售商自有品牌的实践,对我国超市自有品牌战略进行了尝试性
探索。
本文正文共分为五大部分
绪论部分,内容包括研究背景及意义、文献综述、研究思路与创新点、研究方法,以
对全文有一个整体把握
第一部分着重论述了超市自有品牌的内涵,阐述了超市自有品牌的定义、特点和意义。
第二部分论述了我国超市自有品牌的发展现状与存在的诸多问题。从超市、消费者、
制造商三方面详细分析了我国超市自有品牌的发展情况,剖析当前超市自有品牌存在的诸
多问题,从而引出我国超市实施自有品牌战略的必要性
第三部分较全面系统地阐述了构建自有品牌战略的理论基础,奠定对我国超市自有品
牌战略研究的理论根基,本文试图整合与嫁接这些理论研究成果,为提出我国超市自有品
牌战略做出铺垫。
第四部分为本文的核心部分,重点在“制定战略决策”和“提出战略模式”。通过运
用“五力”模型分析了超市所处的市场竞争环境,指出自有品牌是超市拓展赢利空间、差
异化生存、持续经营的一大出路;借鉴制造商价值链,构建零售商自有品牌价值链,运用
战略成本分析方法做出是否经营自有品牌的战略决策。最后,通过对零售商价值链的深入
剖析和层层分解,提出我国超市自有品牌的战略模式。
第五部分是本文的重点内容,针对战略模式的具体环节,即“战略定位一策略模式
生产方式与质量控制营销组合一隘测和维护”,进行较系统详细的阐述
最后为整个研究的结论部分,既归纳了本文的研究成果,同时也指出了本研究的不足,
并对后续研究提出了自己的建议。
关键词:自有品脾战略价值链超市差异化
北京工商大学硕土学位论文
Abstract
At present, each supermarket in China is similar to others. They are lack of obvious differences and
competing intensely, so that the profits spaces descend straightly. It is the key point for supermarket to
look for a new development path. Taken a comprehensive view of the development history of
intemational large dealer, private brand has been the important source to create profits by its special
advantage Based on predecessors fundamental research and combined domestic and foreign deale
fulfilment, this thesis wil y o explore the strategic model of supermarket private brand in China.
This thesis is totally divided into five parts
As a preface of this thesis, there is a brief introuction, from which we can know the research
back round and the aim of this thesis, what the previous scholars have studied in relative fields, the logic
of the thesis and innovation, and research methods
The first part is to discuss the foundation theories on private brand, which includes definition,
characteristics and the signifcance of prvatebran
The second part is to analyze the curent situation of supermarket private brand in China. Excepted
analyzing supermarket itself, this thesis anal yes cognitions of consumer and manufactory, which can
help understand present condition completel Then, this part is to analyze xistent problems of
supermarket private brand in China and to point out the necessity of implementing private brand strategy
In the part three of this thesis there is s ematical analysis of the xisting views about the private
brand, which help us to establish basis of supermarket private brand strategy in mainland China. By the
analysis, we try to integrate these theories and fomm a strategy model of local supermarket private brand.
The following two parts are the core of this thesis. The point of part four is to make strategic
decision and o pu out sae ic model. Using the five forc"model, we analyze competing environment
of local supermarket which point out that pae ran is a ad o win profit space, form difference and
keep on management. Then, drawing lessons from manufactory value chain, this thesis sets up dealer
value chain of private brand and make decision on whether to manage private brand. At last, thorough
analysis on the dealer value chain, we put forward a strategy
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