制造商品牌应对零售商自有品牌的竞争策略分析.pdf

Y953512
学校代码:10246
学号032025134
人學
士学位论文
制造商品牌应对零售商自有品牌的竞争策略分析
院
系;管理学院
业:企业管理
姓
名:刘涛
指导教师:苏勇教授
完成日期:2006年4月18日
摘要
现代社会零售业市场竞争力不断增强,对制造商传统的领导地位发起了强有
力的挑战。沃尔玛、家乐福等强势终端的崛起,已经在逐渐开始改变品牌带给消
费者的影响,强势渠道已经逐渐成为一种质量和信誉的象征。而零售商自有品牌
的蓬勃发展更使制造商已经建立起来的品牌正在失去其威力,也使得制造商与零
售商的关系变得更加复杂,那些原先对自有品牌缺乏警觉或是不屑一顾的制造商
们也开始意识到自有品牌的力量和影响。
本文从制造商的角度出发,对制造商品牌应该如何应对零售商自有品牌的竞
争策略进行了研究。首先明确了零售商自有品牌的具体含义,介绍了零售商自有
品牌发展的四个阶段,分析了目前自有品牌在全球发展的现状和趋势(主要是在
西欧和美国市场),零售商自有品牌对制造商品牌带来的威胁与挑战,以及制造
商品牌本身的优勢条件。之后,以2003年全球十大零售商为研究样本,总结出
零售商自有品牌“4P”的营销组合策略,深入分析了制造商品牌与零售商自有品
牌在消费品市场竟争的五个关键领域:价格、质量、店内促销、产品创新和品牌
广告。基于此,文章最后提出了制造商品牌应对零售商自有品牌的竞争策略和建
议
关键词:制造商品牌零售商自有品牌品牌竞争
中文分类号:F405
Abstract
The growing competitive power of retailers is challenging the previous
leading position of manufactures in the consumer market. Some powerful
channels such as Wal-mart and Carrefour have changed the branding
influence to the consumers. More and more retail brands have become the
symbol of quality and credit standing. Particularly the rapid development of
private brand (PB)or private label (PL)is bringing aggressive threats and
challenges to the manufacture brand or national brand, which makes the
supply-retail relationship more complicated. Those owners of national brands
who were overlooking these PLS begin to realize this growing phenomenon
This thesis gives a view about the PL on the manufactures'stand and
puts forward some suggestions for manufactures on how to compete with the
PL and win First, it introduces the definition of the PL, the evolve course of
the four different stage of the PL development, also analyzes the current
situation and the development trend of the PL. Then it points out some
important threats that PL may influence the national brand. However the
national brands still have their own advantages such as the brand asset, After
making a conclusion about the PL marketing strategies on the basis of ten
global leading retailers research. This paper finds out five major competitive
fields between PL and LNB (leading national brands), namely price, quality,
store promotion, product innovation and brand advertisement. At last, the
paper gives several suggestions for manufactures about how to compete with
PL and win
Key Words:
Private Label (Private Brand), National Brand (Manufacture Brand),
Brand Competition