大型连锁超市企业的自有品牌产品质量管理研究

发布时间：2018-06-15 02:20

本文选题：自有品牌产品 + 质量管理体系　；参考：《华东理工大学》2015年硕士论文

【摘要】：大型连锁超市企业的自有品牌产品,在国内也有十多年的发展过程,可一直处于叫好不叫座的尴尬境地,以至于部分超市企业放弃了自有品牌这块业务。之所以会出现这种局面,主要是源于连锁超市行业自有品牌兴起之初,大家都以价格战为主要竞争方式,给顾客造成了先入为主的概念,甚至到了现在,还有很多消费者提到自有品牌商品仍认为是低价廉价的产品,从而对产品本身的品质存在质疑。同时,由于之前的价格战策略,也导致了对于自有品牌质量管控的人力物力的投入也是有限的,自有品牌产品质量管理系统并不是很完善,这也造成了产品质量普遍水平不高的状况。如何改变这个局面,提升自有品牌产品质量是必然的出路。在大型连锁超市企业的自有品牌产品质量管理的研究背景下,本文首先介绍自有品牌产品质量管理的相关概念,主要包括自有品牌概念的介绍,质量管理体系的概念、特点的介绍,全面质量管理的概念、有效性以及在企业中的应用的相关介绍。再次,根据A公司目前自有品牌产品质量管理的现状,提出目前存在的主要问题,并分析出造成这些问题的主要原因：(1)自有品牌质量管理人员构架不合理：(2)自有品牌质量管理体系不健全;(3)已有六大质量管理流程模块存在缺陷；(4)产品的可追溯性不强。并且,根据上述原因分析,通过专家访谈、相关人员调研问卷分析,提出自有品牌产品质量管理的改进方案。最后,总结并分析了全文的研究结果,并指出本文的不足之处。
[Abstract]:The private brand products of large supermarket chain enterprises have also been developing for more than a decade in China, but they are always in the awkward position of not being praised, so that some supermarket enterprises give up their own brand business. The reason for this situation is mainly from the beginning of the rise of the chain supermarket industry's own brand. Everyone takes the price war as the main way of competition, which has given customers a preconceived concept, even now. And many consumers question the quality of the product itself by mentioning that its own brand is still considered cheap and cheap. At the same time, because of the previous price war strategy, it also led to the limited investment of manpower and material resources in the quality control of its own brand, and the quality management system of its own brand product is not very perfect. This has also resulted in a low general level of product quality. How to change this situation, improve the quality of private brand products is an inevitable way out. Under the background of the research on the quality management of private brand products in large supermarket chain enterprises, this paper first introduces the related concepts of the quality management of private brand products, mainly including the introduction of the concept of private brand, the concept of quality management system. Introduction of features, TQM concepts, effectiveness and application in the enterprise. Thirdly, according to the current situation of quality management of company A's own-brand products, the main problems existing at present are put forward. The main causes of these problems are analyzed as follows: 1) the structure of private brand quality management personnel is unreasonable and the quality management system of private brand is not perfect. (3) there are six major quality management process modules with defects and 4) the traceability of the products is not strong. In addition, according to the above reason analysis, through the expert interview, the related personnel investigation questionnaire analysis, proposed the own brand product quality management improvement plan. Finally, the paper summarizes and analyzes the research results, and points out the shortcomings of this paper.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F721.7

【参考文献】