中国零售企业品牌战略研究

发布时间：2018-06-21 06:18

本文选题：零售业 + 品牌战略　；参考：《山东大学》2009年硕士论文

【摘要】： 现代商业是国民经济的一个重要组成部分,有学者提出21世纪的社会是商业社会,其中零售业作为商业产业最重要的组成部分,它的生存和发展历来都是倍受关注的问题,其发展程度是衡量一个国家或地区商业发达程度的最重要标志。改革开放以来,我国的零售商业取得了长足进步,进入了大发展、大变化和大改组的高速扩张期,使得其在整个供应链中的作用和地位都发生了重要的变化,在国民经济中的地位不断提高。入世后,我国零售业逐步实现全面对外开放,外资零售企业纷纷进入中国,致使国内零售业的竞争日益激烈。为了避免恶性价格竞争,零售企业之间的竞争重点逐步转变为零售品牌的竞争,但是同国际著名零售企业相比,我国零售企业起步较晚,实力较弱,缺乏强大的品牌竞争优势。因此,在日益激烈的品牌竞争中,我国零售企业要实施准确的品牌战略,不断增强自身实力,才能在国际平台上与外资零售企业相抗衡,避免被市场所淘汰,最终实现健康快速的发展。目前,国内的研究主要集中在我国零售业态发展和自有品牌战略方面,国外的研究虽然相对来说已经进入较成熟的阶段,也产生了许多有影响力的理论,但是它们的研究大多基于外资零售企业的发展状况,无法给我国零售企业实施品牌战略提供很好的指导。本文针对我国零售企业的特点,主要采用文献研究法、比较分析法、定性研究和定量研究相结合等研究方法,对零售企业实施品牌战略进行了系统论述,主要分为三部分:第一部分是绪论和理论综述,介绍了论文的研究背景、意义、方法等内容,并对零售企业品牌战略的相关理论和国内外研究成果进行了归纳分析;第二部分是文章的主体,对中国零售企业品牌发展现状及内外部环境进行了分析,根据品牌战略规划步骤对中国零售企业品牌战略规划进行了详细论述,并从政府和零售企业两方面对中国零售企业品牌战略实施提出了保障措施建议;第三部分是案例分析和结论,以国美电器为例对其品牌战略进行了论述,最后对本论文各章的研究结果进行了总结,并指出了论文的不足之处。通过本文对中国零售企业品牌战略的研究,有利于推动中国零售企业品牌战略的相关理论研究,具有重要的理论意义;同时可以为中国零售企业品牌战略的具体实施提供一些指导性的建议,有利于促进零售行业的发展,所以也具有重要的现实意义。
[Abstract]:Modern commerce is an important part of the national economy. Some scholars have pointed out that the society in the 21st century is a commercial society, in which the retail trade, as the most important part of the commercial industry, its survival and development has always been a matter of great concern. The degree of development is the most important symbol to measure the degree of commercial development of a country or region. Since the reform and opening up, the retail business of our country has made great progress and entered the period of rapid expansion of great development, great change and great reorganization, which makes the role and status of retail business in the whole supply chain changed greatly. Our position in the national economy is constantly improving. After China's entry into WTO, the retail industry of our country gradually opens to the outside world in an all-round way, and the foreign retail enterprises enter into China one after another, which makes the competition of domestic retailing increasingly fierce. In order to avoid the vicious price competition, the emphasis of the competition among the retail enterprises is gradually changed into the competition of the retail brand. However, compared with the famous international retail enterprises, the retail enterprises of our country start later, their strength is weaker, and they lack the strong competitive advantage of the brands. Therefore, in the increasingly fierce brand competition, our retail enterprises should implement accurate brand strategy and constantly enhance their own strength, in order to compete with foreign retail enterprises on the international platform, and avoid being eliminated by the market. Finally realize healthy and rapid development. At present, domestic research is mainly focused on the development of retail business and private brand strategy in China. Although foreign research has entered a relatively mature stage, it has also produced many influential theories. However, most of their studies are based on the development of foreign retail enterprises, which can not provide good guidance for our country's retail enterprises to implement brand strategy. According to the characteristics of retail enterprises in China, this paper mainly adopts the methods of literature research, comparative analysis, qualitative research and quantitative research, and discusses the implementation of brand strategy of retail enterprises systematically. It is mainly divided into three parts: the first part is the introduction and the theory summary, introduced the research background, the significance, the method and so on, and has carried on the induction analysis to the retail enterprise brand strategy related theory and the domestic and foreign research results; The second part is the main body of the article, which analyzes the current situation and internal and external environment of the brand development of Chinese retail enterprises, and discusses the brand strategic planning of Chinese retail enterprises in detail according to the steps of brand strategic planning. The third part is the case analysis and conclusion, taking Gome as an example to discuss the brand strategy of Gome. Finally, the research results of each chapter are summarized, and the shortcomings of the paper are pointed out. Through the research of the brand strategy of Chinese retail enterprises, it is helpful to promote the relevant theoretical research of the brand strategy of Chinese retail enterprises, which has important theoretical significance. At the same time, it can provide some guiding suggestions for the implementation of the brand strategy of Chinese retail enterprises, which is helpful to promote the development of the retail industry, so it also has important practical significance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F721

【引证文献】