本文選題：零售業(yè) + 品牌戰(zhàn)略　； 參考：《山東大學(xué)》2009年碩士論文

【摘要】： 現(xiàn)代商業(yè)是國民經(jīng)濟(jì)的一個重要組成部分,有學(xué)者提出21世紀(jì)的社會是商業(yè)社會,其中零售業(yè)作為商業(yè)產(chǎn)業(yè)最重要的組成部分,它的生存和發(fā)展歷來都是倍受關(guān)注的問題,其發(fā)展程度是衡量一個國家或地區(qū)商業(yè)發(fā)達(dá)程度的最重要標(biāo)志。改革開放以來,我國的零售商業(yè)取得了長足進(jìn)步,進(jìn)入了大發(fā)展、大變化和大改組的高速擴(kuò)張期,使得其在整個供應(yīng)鏈中的作用和地位都發(fā)生了重要的變化,在國民經(jīng)濟(jì)中的地位不斷提高。入世后,我國零售業(yè)逐步實(shí)現(xiàn)全面對外開放,外資零售企業(yè)紛紛進(jìn)入中國,致使國內(nèi)零售業(yè)的競爭日益激烈。為了避免惡性價格競爭,零售企業(yè)之間的競爭重點(diǎn)逐步轉(zhuǎn)變?yōu)榱闶燮放频母偁?但是同國際著名零售企業(yè)相比,我國零售企業(yè)起步較晚,實(shí)力較弱,缺乏強(qiáng)大的品牌競爭優(yōu)勢。因此,在日益激烈的品牌競爭中,我國零售企業(yè)要實(shí)施準(zhǔn)確的品牌戰(zhàn)略,不斷增強(qiáng)自身實(shí)力,才能在國際平臺上與外資零售企業(yè)相抗衡,避免被市場所淘汰,最終實(shí)現(xiàn)健康快速的發(fā)展。 目前,國內(nèi)的研究主要集中在我國零售業(yè)態(tài)發(fā)展和自有品牌戰(zhàn)略方面,國外的研究雖然相對來說已經(jīng)進(jìn)入較成熟的階段,也產(chǎn)生了許多有影響力的理論,但是它們的研究大多基于外資零售企業(yè)的發(fā)展?fàn)顩r,無法給我國零售企業(yè)實(shí)施品牌戰(zhàn)略提供很好的指導(dǎo)。本文針對我國零售企業(yè)的特點(diǎn),主要采用文獻(xiàn)研究法、比較分析法、定性研究和定量研究相結(jié)合等研究方法,對零售企業(yè)實(shí)施品牌戰(zhàn)略進(jìn)行了系統(tǒng)論述,主要分為三部分:第一部分是緒論和理論綜述,介紹了論文的研究背景、意義、方法等內(nèi)容,并對零售企業(yè)品牌戰(zhàn)略的相關(guān)理論和國內(nèi)外研究成果進(jìn)行了歸納分析;第二部分是文章的主體,對中國零售企業(yè)品牌發(fā)展現(xiàn)狀及內(nèi)外部環(huán)境進(jìn)行了分析,根據(jù)品牌戰(zhàn)略規(guī)劃步驟對中國零售企業(yè)品牌戰(zhàn)略規(guī)劃進(jìn)行了詳細(xì)論述,并從政府和零售企業(yè)兩方面對中國零售企業(yè)品牌戰(zhàn)略實(shí)施提出了保障措施建議;第三部分是案例分析和結(jié)論,以國美電器為例對其品牌戰(zhàn)略進(jìn)行了論述,最后對本論文各章的研究結(jié)果進(jìn)行了總結(jié),并指出了論文的不足之處。 通過本文對中國零售企業(yè)品牌戰(zhàn)略的研究,有利于推動中國零售企業(yè)品牌戰(zhàn)略的相關(guān)理論研究,具有重要的理論意義;同時可以為中國零售企業(yè)品牌戰(zhàn)略的具體實(shí)施提供一些指導(dǎo)性的建議,有利于促進(jìn)零售行業(yè)的發(fā)展,所以也具有重要的現(xiàn)實(shí)意義。
[Abstract]:Modern commerce is an important part of the national economy. Some scholars have pointed out that the society in the 21st century is a commercial society, in which the retail trade, as the most important part of the commercial industry, its survival and development has always been a matter of great concern. The degree of development is the most important symbol to measure the degree of commercial development of a country or region. Since the reform and opening up, the retail business of our country has made great progress and entered the period of rapid expansion of great development, great change and great reorganization, which makes the role and status of retail business in the whole supply chain changed greatly. Our position in the national economy is constantly improving. After China's entry into WTO, the retail industry of our country gradually opens to the outside world in an all-round way, and the foreign retail enterprises enter into China one after another, which makes the competition of domestic retailing increasingly fierce. In order to avoid the vicious price competition, the emphasis of the competition among the retail enterprises is gradually changed into the competition of the retail brand. However, compared with the famous international retail enterprises, the retail enterprises of our country start later, their strength is weaker, and they lack the strong competitive advantage of the brands. Therefore, in the increasingly fierce brand competition, our retail enterprises should implement accurate brand strategy and constantly enhance their own strength, in order to compete with foreign retail enterprises on the international platform, and avoid being eliminated by the market. Finally realize healthy and rapid development. At present, domestic research is mainly focused on the development of retail business and private brand strategy in China. Although foreign research has entered a relatively mature stage, it has also produced many influential theories. However, most of their studies are based on the development of foreign retail enterprises, which can not provide good guidance for our country's retail enterprises to implement brand strategy. According to the characteristics of retail enterprises in China, this paper mainly adopts the methods of literature research, comparative analysis, qualitative research and quantitative research, and discusses the implementation of brand strategy of retail enterprises systematically. It is mainly divided into three parts: the first part is the introduction and the theory summary, introduced the research background, the significance, the method and so on, and has carried on the induction analysis to the retail enterprise brand strategy related theory and the domestic and foreign research results; The second part is the main body of the article, which analyzes the current situation and internal and external environment of the brand development of Chinese retail enterprises, and discusses the brand strategic planning of Chinese retail enterprises in detail according to the steps of brand strategic planning. The third part is the case analysis and conclusion, taking Gome as an example to discuss the brand strategy of Gome. Finally, the research results of each chapter are summarized, and the shortcomings of the paper are pointed out. Through the research of the brand strategy of Chinese retail enterprises, it is helpful to promote the relevant theoretical research of the brand strategy of Chinese retail enterprises, which has important theoretical significance. At the same time, it can provide some guiding suggestions for the implementation of the brand strategy of Chinese retail enterprises, which is helpful to promote the development of the retail industry, so it also has important practical significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F721

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 黃智萌;;同質(zhì)化環(huán)境下零售企業(yè)品牌忠誠研究[J];長春理工大學(xué)學(xué)報(社會科學(xué)版);2011年11期

相關(guān)碩士學(xué)位論文 前3條

1 王麗珠（SIRISUPA SARIBUT）;正大集團(tuán)品牌戰(zhàn)略研究[D];揚(yáng)州大學(xué);2010年

2 侯麗娜;中興—沈陽商業(yè)大廈發(fā)展戰(zhàn)略研究[D];渤海大學(xué);2012年

3 鄭曉野;本土零售企業(yè)品牌建設(shè)研究[D];安徽大學(xué);2012年

，

本文編號：2047558