步步高连锁超市自有品牌发展策略研究

发布时间：2018-05-11 13:04

本文选题：连锁超市 + 自有品牌　；参考：《湘潭大学》2017年硕士论文

【摘要】：随着社会经济的快速发展,商品选择不断丰富,消费者购物需求变得越加多样化,更加追求商品品质保障以及个性化的购物体验。步步高连锁超市正面临着消费者忠诚度下降、销售增长放缓、利润下降的多重经营困难局面。一方面,由于互联网和社区便利店的快速兴起,加上竞争对手企业加速扩张,正快速蚕食着步步高连锁超市现有市场份额。另一方面,由于卖场本身经营模式和商品配置同竞争对手相比同质化现象越来越严重,价格竞争愈演愈烈,加上管理成本的不断上升,从而加剧了这一局面。步步高连锁超市如何扭转目前经营困难局面,除了在现有基础上进一步提升卖场服务水平之外,发展自有品牌成为当前战略规划之重点。同时,必须认识到在自有品牌发展过程中,快速盈利只是短期目标,利用自有品牌商品特有优势实现商品配置差异化,进而提升企业市场竞争力才是自有品牌发展最终目的。结合现阶段步步高连锁超市自有品牌发展现状,此次论文充分借鉴国内外成功自有品牌发展经验,深入剖析自有品牌发展过程中面临的突出问题,综合参考国内外学者研究成果,针对性的构建出适合步步高连锁超市自有品牌发展策略。包括明确自有品牌发展目标、自有品牌精准市场定位、明晰自有品牌创建思路、强化商品品质管控、合理制定价格策略,加强推广力度、完善自有品牌流程标准等在内的具体策略步骤。并在上述策略步骤的基础上,通过加强团队能力建设、提高员工重视意识、完善开发流程标准、强化考核制度、加大项目投入等实施保障措施,确保自有品牌发展策略得以落地实施。
[Abstract]:With the rapid development of social economy, the choice of goods is becoming more and more abundant, the consumer's shopping needs become more and more diversified, and the pursuit of commodity quality assurance and personalized shopping experience is more and more. Step high supermarket chain is facing consumer loyalty decline, sales growth slow, profit decline multiple business difficulties. On the one hand, the rapid rise of the Internet and community convenience stores, coupled with the accelerated expansion of rival companies, is rapidly eating away at the existing market share of gaudy supermarket chains. On the other hand, due to the more and more serious phenomenon of homogeneity between the management mode and commodity allocation of the store itself compared with the competitors, the intensified price competition, and the rising of the management cost, this situation is aggravated. How to reverse the current difficult situation of the supermarket chain, in addition to the existing basis to further improve the service level of the store, the development of its own brand has become the focus of the current strategic planning. At the same time, we must realize that in the process of private brand development, rapid profit is only a short-term goal, and the ultimate goal of private brand development is to utilize the unique advantages of private brand commodities to realize the difference of commodity allocation and to enhance the market competitiveness of enterprises. According to the current situation of self-brand development of chain supermarkets, this paper fully draws lessons from the successful self-brand development experience at home and abroad, and deeply analyzes the outstanding problems in the process of private brand development. Comprehensive reference to domestic and foreign scholars research results, targeted to build a suitable step high chain supermarket own brand development strategy. Including defining the development goals of private brands, positioning their own brands in precise markets, clarifying their own brand building ideas, strengthening commodity quality control, rationally formulating price strategies, and strengthening promotion, Improve the process standards of the private brand, including specific strategy steps. And on the basis of the above strategic steps, through strengthening the team capacity building, improving the staff awareness, improving the development of process standards, strengthening the assessment system, increasing project investment and other security measures, Ensure the implementation of private brand development strategy.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721.7

【参考文献】