我国零售企业自有品牌战略的制定与实施研究
发布时间：2018-11-22 12:47
【摘要】： 自有品牌的经营,使发达国家零售企业获得了巨大的竞争优势,已经成为零售企业的一个重要的利润增长点。而在国内,虽然近年来发展自有品牌已经引起了一些零售企业的关注,但我国零售企业自有品牌战略的实施还仅仅处于起步阶段。 本文主要是针对我国的零售业的具体情况,论述我国是否应该实施自有品牌战略,有没有条件实施自有品牌战略以及如何制定与实施自有品牌战略。 本文共分为6章。第1章是本文的研究综述,对国内外关于自有品牌的研究进行了总结。第2章是零售业及其自有品牌的概述,同时对我国零售业的发展状况进行了分析。第3章我国零售企业实施自有品牌战略的可行性与必要条件分析,以国内外自有品牌战略的实施状况差距为切入点,通过分析实施自有品牌战略能够为零售企业带来的好处,导出了我国零售企业实施自有品牌战略的意义;通过分析拿到上述好处的条件,导出了我国零售企业实施自有品牌战略的可能性即发展自有品牌战略的基本条件;通过再次分析我国零售业的实际情况,导出了我国部分零售企业具备了实施自有品牌战略的有利条件;通过分析实施自有品牌战略的必要条件,导出了零售业现代化的特征,并提出了实施自有品牌战略是实现零售业现代化的重要途径之一。第4章论述了我国零售企业应该如何制定和实施自有品牌战略,分别对自有品牌战略的决策程序以及切入点选择(市场定位、定价策略和产品策略),品牌策略,组织实施(设计原则、生产方式和促销策略)以及内部组织管理等方面进行了研究。第5章为我国大商集团自有品牌战略实施的案例分析,第6章是本文的总结与展望部分。 本文首次提出了实施自有品牌战略是实现零售业现代化的重要途径之一,并结合我国零售企业的实际情况,指出并非我国所有零售企业都可以实施自有品牌战略,实施自有品牌战略需要具备一定的条件,同时本文对自有品牌战略的制定与实施主要问题进行了比较深入的研究。
[Abstract]:The management of private brand has made the retail enterprises in developed countries obtain the huge competitive advantage and become an important profit growth point of the retail enterprises. In China, although the development of private brand has attracted the attention of some retail enterprises in recent years, the implementation of private brand strategy of retail enterprises in China is only in its infancy. This article mainly aims at the specific situation of our country's retail trade, discusses whether our country should implement the strategy of private brand, whether there are conditions to implement the strategy of private brand, and how to formulate and implement the strategy of private brand. This article is divided into six chapters. Chapter 1 is the summary of this paper, the domestic and foreign research on private brands are summarized. Chapter 2 is an overview of retail industry and its own brand, and analyzes the development of retail industry in China. Chapter 3 analyzes the feasibility and necessary conditions of implementing private brand strategy in Chinese retail enterprises, taking the gap in the implementation of private brand strategy at home and abroad as the starting point, and analyzes the benefits that the implementation of private brand strategy can bring to retail enterprises. The significance of implementing private brand strategy in Chinese retail enterprises is derived. Through the analysis of the conditions for obtaining the above benefits, the possibility of implementing the private brand strategy in Chinese retail enterprises is derived, that is, the basic conditions for the development of the private brand strategy. By analyzing the actual situation of retailing in our country again, it is concluded that some retail enterprises in our country have the favorable conditions to implement their own brand strategy. Based on the analysis of the necessary conditions for the implementation of private brand strategy, the characteristics of retail modernization are derived, and it is pointed out that the implementation of private brand strategy is one of the important ways to realize retail modernization. Chapter 4 discusses how to formulate and implement the private brand strategy, including the decision-making procedure, the choice of the breakthrough point (market positioning, pricing strategy and product strategy), and the brand strategy. Organizational implementation (design principles, production and promotion strategies) and internal organization management were studied. The fifth chapter is the case analysis of the implementation of the private brand strategy of the big business group of our country, the sixth chapter is the summary and the prospect part of this article. This paper points out for the first time that the implementation of private brand strategy is one of the important ways to realize the modernization of retailing, and points out that not all retail enterprises in our country can implement their own brand strategy according to the actual situation of retail enterprises in our country. The implementation of private brand strategy needs to have certain conditions, at the same time, this paper makes a more in-depth study on the formulation and implementation of private brand strategy.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F721
本文编号：2349420
[Abstract]:The management of private brand has made the retail enterprises in developed countries obtain the huge competitive advantage and become an important profit growth point of the retail enterprises. In China, although the development of private brand has attracted the attention of some retail enterprises in recent years, the implementation of private brand strategy of retail enterprises in China is only in its infancy. This article mainly aims at the specific situation of our country's retail trade, discusses whether our country should implement the strategy of private brand, whether there are conditions to implement the strategy of private brand, and how to formulate and implement the strategy of private brand. This article is divided into six chapters. Chapter 1 is the summary of this paper, the domestic and foreign research on private brands are summarized. Chapter 2 is an overview of retail industry and its own brand, and analyzes the development of retail industry in China. Chapter 3 analyzes the feasibility and necessary conditions of implementing private brand strategy in Chinese retail enterprises, taking the gap in the implementation of private brand strategy at home and abroad as the starting point, and analyzes the benefits that the implementation of private brand strategy can bring to retail enterprises. The significance of implementing private brand strategy in Chinese retail enterprises is derived. Through the analysis of the conditions for obtaining the above benefits, the possibility of implementing the private brand strategy in Chinese retail enterprises is derived, that is, the basic conditions for the development of the private brand strategy. By analyzing the actual situation of retailing in our country again, it is concluded that some retail enterprises in our country have the favorable conditions to implement their own brand strategy. Based on the analysis of the necessary conditions for the implementation of private brand strategy, the characteristics of retail modernization are derived, and it is pointed out that the implementation of private brand strategy is one of the important ways to realize retail modernization. Chapter 4 discusses how to formulate and implement the private brand strategy, including the decision-making procedure, the choice of the breakthrough point (market positioning, pricing strategy and product strategy), and the brand strategy. Organizational implementation (design principles, production and promotion strategies) and internal organization management were studied. The fifth chapter is the case analysis of the implementation of the private brand strategy of the big business group of our country, the sixth chapter is the summary and the prospect part of this article. This paper points out for the first time that the implementation of private brand strategy is one of the important ways to realize the modernization of retailing, and points out that not all retail enterprises in our country can implement their own brand strategy according to the actual situation of retail enterprises in our country. The implementation of private brand strategy needs to have certain conditions, at the same time, this paper makes a more in-depth study on the formulation and implementation of private brand strategy.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F721
【引证文献】
相关硕士学位论文 前2条
1 王丽珠（SIRISUPA SARIBUT）;正大集团品牌战略研究[D];扬州大学;2010年
2 李晓果;零售企业自有品牌建设研究[D];四川师范大学;2012年
，本文编号：2349420
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