网络零售商与传统零售商自有品牌战略比较研究——以京东商城与华润万家为例

发布时间：2018-01-26 06:03

本文关键词： 网络零售商传统零售商自有品牌战略　出处：《价格月刊》2017年11期 　论文类型：期刊论文

【摘要】：互联网时代网络零售商取得长足发展,并对传统零售商带来较大冲击。在此背景下,自有品牌战略将成为决定网络零售商与传统零售商市场竞争优势的重要影响因素。以京东商城(网络零售商)和华润万家(传统零售商)为例,从自有品牌模式选择、市场定位、商品组合及品牌开发、营销战略等视角对两者的共同点与差异性进行比较。结果表明:网络零售商的自有品牌开发与营销优势更为明显,而传统零售商的市场定位更为准确。只有准确把握各自的自有品牌战略,才能有效提升企业核心竞争力,进而促进零售商可持续发展。
[Abstract]:Internet retailers have made great progress in the Internet era, and have brought great impact to traditional retailers. Private brand strategy will be an important factor to determine the competitive advantage between online retailers and traditional retailers. Take JingDong Mall (online retailers) and China Resources Wan (traditional retailers) as examples. From its own brand model selection, market positioning, commodity mix and brand development. From the perspective of marketing strategy, this paper compares the similarities and differences between them. The results show that the self-brand development and marketing advantages of online retailers are more obvious. However, the market positioning of traditional retailers is more accurate. Only by accurately grasping their own brand strategy, can the core competitiveness of enterprises be effectively enhanced, and then the sustainable development of retailers can be promoted.
【作者单位】：集美大学诚毅学院;
【分类号】：F721;F724.6
【正文快照】： 一、引言伴随商品供给的日益丰富,消费者的消费理念已经不再仅仅停留于商品本身的使用价值,“品牌消费”逐步成为一种共识,自有品牌成为零售商提升企业竞争力和实现企业盈利的重要途径之一。以京东商城(网络零售商)和华润万家(传统零售商)为例,对网络零售商与传统零售商在自

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