【摘要】： 隨著經(jīng)濟全球化的發(fā)展,中國超市企業(yè)面臨著強大的外部沖擊;尋求新的利潤增長點、培育核心競爭力是我國超市所面臨的共同問題。要解決好這些問題,實施自有品牌戰(zhàn)略,提升自有品牌商品形象就很有必要。 本研究以重百超市(北碚店)為個案,從理論和實證兩方面對超市企業(yè)自有品牌商品的形象進行了以下研究。 首先,利用自編的具有較好信效度的“重百超市(北碚店)自有品牌商品形象調(diào)查問卷”,從外部公眾對重百超市自有品牌商品形象的認(rèn)知、重百超市自有品牌商品的知名度、美譽度、消費者品牌忠誠、消費者購買傾向等方面入手,對重百超市自有品牌商品形象進行了調(diào)查。 其次,在調(diào)查的基礎(chǔ)上發(fā)現(xiàn)了重百超市在自有品牌商品形象的以下問題:商品的質(zhì)量有待提高、價格需做調(diào)整、包裝沒有特色、服務(wù)水平有待提升、以及重百超市自有品牌商品種類單一、宣傳力度不足等等。 基于以上結(jié)論,本研究從形象學(xué)這一獨特的視角出發(fā),對自有品牌進行了系統(tǒng)的分析,并對相關(guān)超市企業(yè)的自有品牌戰(zhàn)略提出了若干具有針對性的建議,以期在豐富自有品牌商品研究的同時,讓重慶本土連鎖超市加強自有品牌的形象建設(shè),充分利用各種內(nèi)外資源,增強競爭實力。本研究對于其它類型的超市開展自有品牌的形象塑造活動也可能會有一定的借鑒作用。
[Abstract]:With the development of economic globalization, Chinese supermarket enterprises are facing a strong external impact, seeking new profit growth points and cultivating core competitiveness are the common problems faced by Chinese supermarkets. In order to solve these problems, it is necessary to implement the strategy of private brand and promote the image of self-brand goods. This study takes Beibei supermarket as a case, and makes the following research on the image of supermarket enterprise's own brand goods from both theoretical and empirical aspects. First of all, by using the self-compiled questionnaire on the Brand Commodity Image of Beibei supermarket (Beibei Store), which has good reliability and validity, from the outside public's cognition to the self-brand commodity image of Zhongbai supermarket, and the reputation of the self-brand commodity in Zhongbai supermarket, The reputation, brand loyalty and purchasing tendency of consumers are investigated. Secondly, on the basis of the investigation, we have found the following problems in the image of Zhongbai supermarket: the quality of the goods needs to be improved, the prices need to be adjusted, the packaging has no characteristics, and the service level needs to be improved. As well as the heavy hundred supermarket own brand commodity type single, the propaganda dynamics is insufficient and so on. Based on the above conclusion, this study has carried on the systematic analysis to the own brand from this unique angle of view of the image science, and has put forward some pertinent suggestions to the related supermarket enterprise's own brand strategy. In order to enrich the study of private brand commodities, let the local supermarket chain in Chongqing strengthen the image construction of its own brand, make full use of all kinds of internal and external resources, enhance the competitive strength. This study may also be useful for other supermarkets to develop their own brand image-building activities.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F721

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