大型超市自有品牌顾客分群研究

发布时间：2018-05-15 07:48

本文选题：自有品牌 + 人文变量　；参考：《复旦大学》2008年硕士论文

【摘要】： 连锁经营在中国的强劲增长和零售企业的规模日趋扩大为发展自有品牌提供了规模效益。目前,中国自有品牌产品销售额占连锁经营销售总额的2.3%,每年正以8%的速度增长。以英美等发达国家自有品牌高达15—40%的市场份额来看,中国的自有品牌还存在巨大的发展空间。自有品牌的顾客研究不仅受到了商界的重视,同时也得到了学者的关注。但是,关于中国自有品牌顾客的研究却还很少。本文以中国自有品牌顾客分群为研究对象,通过研究自有品牌顾客的人文特征和感知特征对自有品牌顾客进行分群。研究发现,中国的自有品牌顾客可以从促销敏感、创新意识、教育程度、家庭规模进行划分。具体可以分为初入社会者、窘迫年少者、促销狂热者、追新求变者、无忧年少者、低薪年长者六类自有品牌顾客。本文的研究意义主要有以下几方面:1、找到有效区隔中国自有品牌顾客的变量。现有理论在细分制造商顾客和自有品牌顾客时标准各异,部分标准并非关键变量。本研究借助结构方程建模找到了最能预测自有品牌购买意愿的四个分类变量。2、证明自有品牌顾客与制造商顾客存在显著差异。现有文献对两者的区别见解差异很大,本文通过验证六类细分群体在自有品牌顾客与制造商品牌顾客之间的比例差异的方法证明了两者的区别。3、应用市场细分理论把自有品牌顾客分成六类。这不同于现有理论通过均值检验顾客特征以区别自有品牌顾客和制造商顾客的方法。本研究借用各类探索性研究方法,生动地刻画了各类自有品牌顾客。这为管理者从事新品牌的开发,现有品牌的维护和延伸等品牌管理工作提供了重要的决策依据。
[Abstract]:The strong growth of chain operation in China and the increasing scale of retail enterprises provide economies of scale for the development of private brands. At present, the sales of private brand products in China account for 2.3% of total chain sales and are growing at an annual rate of 8%. In view of the 15-40% market share of private brands in developed countries such as the United States and the United States, there is still huge room for development of private brands in China. Private brand customer research has not only attracted the attention of the business community, but also attracted the attention of scholars. However, there is little research on Chinese private brand customers. This paper focuses on the study of Chinese private brand customers by studying the humanistic and perceptual characteristics of their own brand customers. The study found that Chinese own-brand customers can be divided into promotion sensitivity, innovation awareness, education level and family size. It can be divided into six types of private brand customers: the new social entrants, the poor young, the sales zealots, the new pursuers, the worry-free young, the low-paid elders. The research significance of this paper is as follows: 1, to find the variables that can effectively distinguish Chinese private brand customers. The existing theories have different standards in the segmentation of manufacturer customers and private brand customers, some of which are not key variables. With the help of structural equation modeling, this study finds out the four classification variables. 2, which can best predict the purchase intention of private brand, and proves that there are significant differences between private brand customers and manufacturer customers. The existing literature has very different views on the two. In this paper, the author proves the difference between the private brand customer and the manufacturer brand customer by the method of verifying the proportion difference between the six subdivision groups, and applies the market segmentation theory to divide the private brand customer into six categories. This is different from the existing theory of testing customer characteristics by means to distinguish private brand customers from manufacturer customers. This study uses all kinds of exploratory research methods to vividly depict all kinds of private brand customers. This provides an important decision basis for the management of new brands and the maintenance and extension of existing brands.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F721.7;F224

【引证文献】