【摘要】： 自有品牌作為增強(qiáng)商業(yè)零售的盈利手段,對(duì)于零售企業(yè)的持續(xù)快速發(fā)展有著重要的意義。本文針對(duì)麥德龍自有品牌生產(chǎn),銷售,管理體系過程中出現(xiàn)的管理模式,在分析自有品牌市場(chǎng)占有率和自有品牌品種結(jié)構(gòu)及差異化優(yōu)勢(shì)的基礎(chǔ)上,從自有品牌管理研究的角度找出問題產(chǎn)生的原因并提出了相應(yīng)解決建議。 在麥德龍自有品牌管理模式的建議中,本文提出了麥德龍自有品牌管理模式戰(zhàn)略優(yōu)化的構(gòu)想。具體來說,優(yōu)化路徑就是三個(gè)方面:在生產(chǎn)環(huán)節(jié)中優(yōu)化自有品牌新品種開拓能力:在銷售環(huán)節(jié)中優(yōu)化專業(yè)客戶自有品牌市場(chǎng)占有能力;在體現(xiàn)差異化優(yōu)勢(shì)環(huán)節(jié)中,以價(jià)格低廉提升差異化優(yōu)勢(shì),以綜合優(yōu)勢(shì)提升差異化優(yōu)勢(shì)。 本文認(rèn)為,麥德龍自有品牌戰(zhàn)略作為其贏利手段的重中之中,對(duì)于提高其競(jìng)爭(zhēng)能力,具有非常重要的作用,通過實(shí)施自有品牌戰(zhàn)略,結(jié)合麥德龍的其他優(yōu)勢(shì)資源,逐步建議和形成麥德龍核心競(jìng)爭(zhēng)能力,進(jìn)而建立麥德龍強(qiáng)有力的核心競(jìng)爭(zhēng)力,最終確立麥德龍?jiān)诹闶蹣I(yè)的主導(dǎo)地位。
[Abstract]:As a means to enhance the profit of commercial retailing, private brand is of great significance to the sustained and rapid development of retail enterprises. Based on the analysis of the market share of private brand and the advantages of variety structure and differentiation of its own brand, this paper aims at the management mode in the process of Metro's own brand production, sales and management system, and analyzes the market share of its own brand and the advantages of its own brand variety structure and differentiation. From the perspective of private brand management research to find out the causes of the problem and put forward corresponding solutions. In the suggestion of Metro's own brand management mode, this paper puts forward the strategic optimization of Metro's own brand management mode. Specifically, the optimization path is three aspects: in the production link to optimize the ability to develop new varieties of private brand; in the sales link to optimize the ability of professional customers to own brand market; in the link of reflecting the differentiation advantage, Low price to promote differentiation advantage, comprehensive advantage to enhance differentiation advantage. This paper holds that the strategy of Metro's own brand plays a very important role in improving its competitive ability among the most important means of its profit. Through the implementation of its own brand strategy, combined with other superior resources of Metro, The core competitive ability of Metro should be suggested and formed step by step, and then the strong core competence of Metro should be established. Finally, the dominant position of Metro in the retail trade should be established.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F721

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王蘭;人人樂超市自有品牌產(chǎn)品購買影響因素的實(shí)證研究[D];西安理工大學(xué);2010年

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本文編號(hào)：2181675