重百超市（北碚店）自有品牌商品形象外部调查研究

发布时间：2018-08-26 20:17

【摘要】： 随着经济全球化的发展,中国超市企业面临着强大的外部冲击;寻求新的利润增长点、培育核心竞争力是我国超市所面临的共同问题。要解决好这些问题,实施自有品牌战略,提升自有品牌商品形象就很有必要。本研究以重百超市(北碚店)为个案,从理论和实证两方面对超市企业自有品牌商品的形象进行了以下研究。首先,利用自编的具有较好信效度的“重百超市(北碚店)自有品牌商品形象调查问卷”,从外部公众对重百超市自有品牌商品形象的认知、重百超市自有品牌商品的知名度、美誉度、消费者品牌忠诚、消费者购买倾向等方面入手,对重百超市自有品牌商品形象进行了调查。其次,在调查的基础上发现了重百超市在自有品牌商品形象的以下问题:商品的质量有待提高、价格需做调整、包装没有特色、服务水平有待提升、以及重百超市自有品牌商品种类单一、宣传力度不足等等。基于以上结论,本研究从形象学这一独特的视角出发,对自有品牌进行了系统的分析,并对相关超市企业的自有品牌战略提出了若干具有针对性的建议,以期在丰富自有品牌商品研究的同时,让重庆本土连锁超市加强自有品牌的形象建设,充分利用各种内外资源,增强竞争实力。本研究对于其它类型的超市开展自有品牌的形象塑造活动也可能会有一定的借鉴作用。
[Abstract]:With the development of economic globalization, Chinese supermarket enterprises are facing a strong external impact, seeking new profit growth points and cultivating core competitiveness are the common problems faced by Chinese supermarkets. In order to solve these problems, it is necessary to implement the strategy of private brand and promote the image of self-brand goods. This study takes Beibei supermarket as a case, and makes the following research on the image of supermarket enterprise's own brand goods from both theoretical and empirical aspects. First of all, by using the self-compiled questionnaire on the Brand Commodity Image of Beibei supermarket (Beibei Store), which has good reliability and validity, from the outside public's cognition to the self-brand commodity image of Zhongbai supermarket, and the reputation of the self-brand commodity in Zhongbai supermarket, The reputation, brand loyalty and purchasing tendency of consumers are investigated. Secondly, on the basis of the investigation, we have found the following problems in the image of Zhongbai supermarket: the quality of the goods needs to be improved, the prices need to be adjusted, the packaging has no characteristics, and the service level needs to be improved. As well as the heavy hundred supermarket own brand commodity type single, the propaganda dynamics is insufficient and so on. Based on the above conclusion, this study has carried on the systematic analysis to the own brand from this unique angle of view of the image science, and has put forward some pertinent suggestions to the related supermarket enterprise's own brand strategy. In order to enrich the study of private brand commodities, let the local supermarket chain in Chongqing strengthen the image construction of its own brand, make full use of all kinds of internal and external resources, enhance the competitive strength. This study may also be useful for other supermarkets to develop their own brand image-building activities.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F721

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