欧尚超市品牌管理策略研究

发布时间：2018-10-11 15:58

【摘要】：在经济全球化的背景下,服务业大发展已是全球经济发展的基本趋势,从而使在服务业占比日益提高的零售行业也呈现竞争异常激烈的局面。随着经济背景的变化,大型超市作为零售业态之一,竞争也呈现愈演愈烈的态势。2004年零售市场实行对外开放以来,国外的零售商品牌开始瞄准中国市场,试图谋取大份额的市场占有率,进一步推动我国的零售业竞争日趋激烈。在国内外零售竞争中,品牌化经营无疑成为最重要的环节。从目前的竞争趋势中也可以看出,品牌竞争力就是企业的核心竞争力,强势且符合顾客心理预期的超市品牌形象可以吸引更多的顾客,并提高顾客回购的忠诚度。因此,对于大型超市来说,目前应优先因考虑的问题是制定合理可行的品牌管理策略,塑造良好的超市品牌形象,以此来提高市场竞争力并进一步扩大自己的市场。欧尚集团作为全球十大零售商之一,是法国除家乐福外第二大以经营零售业态为主的商业集团。1999年,因当时中国对于外资企业的政策限制,欧尚选择了与台湾润泰集团旗下的大润发超市合作,以欧尚品牌进入中国零售市场。2011年,欧尚和大润发合营的高鑫零售有限公司在香港成功上市,成为中国最大的综合大卖场营运商。在该合作的推动下,高鑫零售在销售规模和单店利润上已超过竞争对手沃尔玛和家乐福。但是,欧尚进入中国市场近二十年,依托如此强大的零售背景,在开店数量和开店速度上却明显低于其它零售巨头,而且宏观经济不稳定、零售市场环境变化的大背景,对欧尚超市的品牌持续扩张也带了很大的冲击。本文以品牌管理理论和超市品牌管理作为理论研究的基础,主要采用文献阅读法和案例分析法,对品牌管理进行概述和总结,以此为基础对欧尚超市的品牌管理现状进行分析和探讨。在对欧尚现有的品牌管理体系分析的前提下,提出欧尚超市的品牌管理策略,在明确品牌管理策略之后,对欧尚超市的品牌管理工作提出具体的实施对策。首先,本文从欧尚集团的角度分析了目前欧尚品牌在中国市场的现状,然后从欧尚超市品牌管理的实际状况入手,分析其在品牌管理五个方面的现状,主要包括品牌定位、品牌形象、品牌传播、品牌维护和品牌运营。其次,在现状的基础上指出欧尚超市在品牌管理中存在的品牌定位、品牌形象、品牌传播、品牌维护和品牌运营的问题。第三,根据欧尚超市的品牌具体问题,提出欧尚超市的品牌管理策略。最后,在品牌管理策略明确的基础上,提出品牌管理的具体实施对策。在市场经济的快速发展和“互联网+”的大环境下,大型超市品牌的持续发展正在受到电商零售的强烈冲击,面临着巨大的挑战。希望通过本文的研究探讨为更多企业的品牌管理提供一些借鉴,对大型超市的品牌管理有所启示。
[Abstract]:Under the background of economic globalization, the great development of service industry has become the basic trend of global economic development. With the change of economic background, as one of the retail formats, the competition of large supermarkets is becoming more and more intense. Since the retail market opened to the outside world in 2004, foreign retailers' brands have begun to target at the Chinese market. Trying to obtain a large share of the market share, further promote our retail industry competition is becoming increasingly fierce. In the domestic and foreign retail competition, brand management is undoubtedly the most important link. It can also be seen from the current competition trend that brand competitiveness is the core competitiveness of enterprises. The brand image of supermarket, which is strong and in line with the expectation of customer psychology, can attract more customers and improve the loyalty of customer repurchase. Therefore, for large supermarkets, the priority is to establish reasonable and feasible brand management strategies, to create a good brand image of supermarkets, in order to improve market competitiveness and further expand their own market. As one of the top 10 retailers in the world, the Auchan Group is the second largest commercial group in France, in addition to Carrefour. In 1999, because of China's policy restrictions on foreign enterprises, Auchan has chosen to enter the Chinese retail market under the Eushane brand in partnership with Taiwan's Runtai Group's Big Runfa supermarket. In 2011, the joint venture of Euchan and Da Runfa's Gao Xin Retail Co., Ltd. was successfully listed in Hong Kong. To become the largest integrated store operator in China. Driven by the partnership, Gao Xin's retail sales and single-store profits have surpassed those of rivals Wal-Mart and Carrefour. However, since Auchan entered the Chinese market in the past 20 years, relying on such a strong retail background, it is obviously lower than other retail giants in terms of the number and speed of opening stores. Moreover, the macro economy is unstable and the retail market environment is changing. The continued expansion of the brand of Auchan supermarket also has a great impact. Based on the theory of brand management and supermarket brand management, this paper summarizes and summarizes the brand management by literature reading and case analysis. On the basis of this, the current situation of brand management of Auchan supermarket is analyzed and discussed. On the premise of analyzing the existing brand management system of Auchan, this paper puts forward the brand management strategy of Auchan supermarket, and after defining the brand management strategy, puts forward the concrete implementation countermeasures to the brand management work of Auchan supermarket. First of all, this paper analyzes the current situation of Auchan brand in the Chinese market from the perspective of Auchan Group, and then starts with the actual situation of the brand management of Auchan supermarket, and analyzes its current situation in five aspects of brand management, mainly including brand positioning. Brand image, brand communication, brand maintenance and brand operation. Secondly, on the basis of the present situation, this paper points out the problems of brand positioning, brand image, brand communication, brand maintenance and brand operation in the brand management of Auchan supermarket. Thirdly, according to the specific brand problems of Auchan supermarket, the brand management strategy of Auchan supermarket is put forward. Finally, on the basis of clear brand management strategy, put forward the specific implementation of brand management countermeasures. With the rapid development of market economy and the "Internet" environment, the sustained development of large supermarket brands is being strongly impacted by e-commerce retailing and facing enormous challenges. The author hopes to provide some reference for the brand management of more enterprises and enlighten the brand management of large supermarkets through the research of this paper.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F717.6

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