本文選題：連鎖超市 + 自有品牌�。� 參考：《湘潭大學(xué)》2017年碩士論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)的快速發(fā)展,商品選擇不斷豐富,消費(fèi)者購物需求變得越加多樣化,更加追求商品品質(zhì)保障以及個(gè)性化的購物體驗(yàn)。步步高連鎖超市正面臨著消費(fèi)者忠誠度下降、銷售增長(zhǎng)放緩、利潤(rùn)下降的多重經(jīng)營(yíng)困難局面。一方面,由于互聯(lián)網(wǎng)和社區(qū)便利店的快速興起,加上競(jìng)爭(zhēng)對(duì)手企業(yè)加速擴(kuò)張,正快速蠶食著步步高連鎖超市現(xiàn)有市場(chǎng)份額。另一方面,由于賣場(chǎng)本身經(jīng)營(yíng)模式和商品配置同競(jìng)爭(zhēng)對(duì)手相比同質(zhì)化現(xiàn)象越來越嚴(yán)重,價(jià)格競(jìng)爭(zhēng)愈演愈烈,加上管理成本的不斷上升,從而加劇了這一局面。步步高連鎖超市如何扭轉(zhuǎn)目前經(jīng)營(yíng)困難局面,除了在現(xiàn)有基礎(chǔ)上進(jìn)一步提升賣場(chǎng)服務(wù)水平之外,發(fā)展自有品牌成為當(dāng)前戰(zhàn)略規(guī)劃之重點(diǎn)。同時(shí),必須認(rèn)識(shí)到在自有品牌發(fā)展過程中,快速盈利只是短期目標(biāo),利用自有品牌商品特有優(yōu)勢(shì)實(shí)現(xiàn)商品配置差異化,進(jìn)而提升企業(yè)市場(chǎng)競(jìng)爭(zhēng)力才是自有品牌發(fā)展最終目的。結(jié)合現(xiàn)階段步步高連鎖超市自有品牌發(fā)展現(xiàn)狀,此次論文充分借鑒國內(nèi)外成功自有品牌發(fā)展經(jīng)驗(yàn),深入剖析自有品牌發(fā)展過程中面臨的突出問題,綜合參考國內(nèi)外學(xué)者研究成果,針對(duì)性的構(gòu)建出適合步步高連鎖超市自有品牌發(fā)展策略。包括明確自有品牌發(fā)展目標(biāo)、自有品牌精準(zhǔn)市場(chǎng)定位、明晰自有品牌創(chuàng)建思路、強(qiáng)化商品品質(zhì)管控、合理制定價(jià)格策略,加強(qiáng)推廣力度、完善自有品牌流程標(biāo)準(zhǔn)等在內(nèi)的具體策略步驟。并在上述策略步驟的基礎(chǔ)上,通過加強(qiáng)團(tuán)隊(duì)能力建設(shè)、提高員工重視意識(shí)、完善開發(fā)流程標(biāo)準(zhǔn)、強(qiáng)化考核制度、加大項(xiàng)目投入等實(shí)施保障措施,確保自有品牌發(fā)展策略得以落地實(shí)施。
[Abstract]:With the rapid development of social economy, the choice of goods is becoming more and more abundant, the consumer's shopping needs become more and more diversified, and the pursuit of commodity quality assurance and personalized shopping experience is more and more. Step high supermarket chain is facing consumer loyalty decline, sales growth slow, profit decline multiple business difficulties. On the one hand, the rapid rise of the Internet and community convenience stores, coupled with the accelerated expansion of rival companies, is rapidly eating away at the existing market share of gaudy supermarket chains. On the other hand, due to the more and more serious phenomenon of homogeneity between the management mode and commodity allocation of the store itself compared with the competitors, the intensified price competition, and the rising of the management cost, this situation is aggravated. How to reverse the current difficult situation of the supermarket chain, in addition to the existing basis to further improve the service level of the store, the development of its own brand has become the focus of the current strategic planning. At the same time, we must realize that in the process of private brand development, rapid profit is only a short-term goal, and the ultimate goal of private brand development is to utilize the unique advantages of private brand commodities to realize the difference of commodity allocation and to enhance the market competitiveness of enterprises. According to the current situation of self-brand development of chain supermarkets, this paper fully draws lessons from the successful self-brand development experience at home and abroad, and deeply analyzes the outstanding problems in the process of private brand development. Comprehensive reference to domestic and foreign scholars research results, targeted to build a suitable step high chain supermarket own brand development strategy. Including defining the development goals of private brands, positioning their own brands in precise markets, clarifying their own brand building ideas, strengthening commodity quality control, rationally formulating price strategies, and strengthening promotion, Improve the process standards of the private brand, including specific strategy steps. And on the basis of the above strategic steps, through strengthening the team capacity building, improving the staff awareness, improving the development of process standards, strengthening the assessment system, increasing project investment and other security measures, Ensure the implementation of private brand development strategy.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F721.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 顧國建;;自有品牌是中國零售業(yè)轉(zhuǎn)型的戰(zhàn)略抓手[J];上海商業(yè);2011年12期

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本文編號(hào)：1874039