麦德龙（中国）自有品牌管理模式研究
发布时间：2018-08-13 17:26
【摘要】： 自有品牌作为增强商业零售的盈利手段,对于零售企业的持续快速发展有着重要的意义。本文针对麦德龙自有品牌生产,销售,管理体系过程中出现的管理模式,在分析自有品牌市场占有率和自有品牌品种结构及差异化优势的基础上,从自有品牌管理研究的角度找出问题产生的原因并提出了相应解决建议。 在麦德龙自有品牌管理模式的建议中,本文提出了麦德龙自有品牌管理模式战略优化的构想。具体来说,优化路径就是三个方面:在生产环节中优化自有品牌新品种开拓能力:在销售环节中优化专业客户自有品牌市场占有能力;在体现差异化优势环节中,以价格低廉提升差异化优势,以综合优势提升差异化优势。 本文认为,麦德龙自有品牌战略作为其赢利手段的重中之中,对于提高其竞争能力,具有非常重要的作用,通过实施自有品牌战略,结合麦德龙的其他优势资源,逐步建议和形成麦德龙核心竞争能力,进而建立麦德龙强有力的核心竞争力,最终确立麦德龙在零售业的主导地位。
[Abstract]:As a means to enhance the profit of commercial retailing, private brand is of great significance to the sustained and rapid development of retail enterprises. Based on the analysis of the market share of private brand and the advantages of variety structure and differentiation of its own brand, this paper aims at the management mode in the process of Metro's own brand production, sales and management system, and analyzes the market share of its own brand and the advantages of its own brand variety structure and differentiation. From the perspective of private brand management research to find out the causes of the problem and put forward corresponding solutions. In the suggestion of Metro's own brand management mode, this paper puts forward the strategic optimization of Metro's own brand management mode. Specifically, the optimization path is three aspects: in the production link to optimize the ability to develop new varieties of private brand; in the sales link to optimize the ability of professional customers to own brand market; in the link of reflecting the differentiation advantage, Low price to promote differentiation advantage, comprehensive advantage to enhance differentiation advantage. This paper holds that the strategy of Metro's own brand plays a very important role in improving its competitive ability among the most important means of its profit. Through the implementation of its own brand strategy, combined with other superior resources of Metro, The core competitive ability of Metro should be suggested and formed step by step, and then the strong core competence of Metro should be established. Finally, the dominant position of Metro in the retail trade should be established.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F721
本文编号：2181675
[Abstract]:As a means to enhance the profit of commercial retailing, private brand is of great significance to the sustained and rapid development of retail enterprises. Based on the analysis of the market share of private brand and the advantages of variety structure and differentiation of its own brand, this paper aims at the management mode in the process of Metro's own brand production, sales and management system, and analyzes the market share of its own brand and the advantages of its own brand variety structure and differentiation. From the perspective of private brand management research to find out the causes of the problem and put forward corresponding solutions. In the suggestion of Metro's own brand management mode, this paper puts forward the strategic optimization of Metro's own brand management mode. Specifically, the optimization path is three aspects: in the production link to optimize the ability to develop new varieties of private brand; in the sales link to optimize the ability of professional customers to own brand market; in the link of reflecting the differentiation advantage, Low price to promote differentiation advantage, comprehensive advantage to enhance differentiation advantage. This paper holds that the strategy of Metro's own brand plays a very important role in improving its competitive ability among the most important means of its profit. Through the implementation of its own brand strategy, combined with other superior resources of Metro, The core competitive ability of Metro should be suggested and formed step by step, and then the strong core competence of Metro should be established. Finally, the dominant position of Metro in the retail trade should be established.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F721
【引证文献】
相关硕士学位论文 前1条
1 王兰;人人乐超市自有品牌产品购买影响因素的实证研究[D];西安理工大学;2010年
，本文编号：2181675
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