【摘要】：在經(jīng)濟(jì)全球化的背景下,服務(wù)業(yè)大發(fā)展已是全球經(jīng)濟(jì)發(fā)展的基本趨勢(shì),從而使在服務(wù)業(yè)占比日益提高的零售行業(yè)也呈現(xiàn)競(jìng)爭(zhēng)異常激烈的局面。隨著經(jīng)濟(jì)背景的變化,大型超市作為零售業(yè)態(tài)之一,競(jìng)爭(zhēng)也呈現(xiàn)愈演愈烈的態(tài)勢(shì)。2004年零售市場(chǎng)實(shí)行對(duì)外開放以來,國外的零售商品牌開始瞄準(zhǔn)中國市場(chǎng),試圖謀取大份額的市場(chǎng)占有率,進(jìn)一步推動(dòng)我國的零售業(yè)競(jìng)爭(zhēng)日趨激烈。在國內(nèi)外零售競(jìng)爭(zhēng)中,品牌化經(jīng)營無疑成為最重要的環(huán)節(jié)。從目前的競(jìng)爭(zhēng)趨勢(shì)中也可以看出,品牌競(jìng)爭(zhēng)力就是企業(yè)的核心競(jìng)爭(zhēng)力,強(qiáng)勢(shì)且符合顧客心理預(yù)期的超市品牌形象可以吸引更多的顧客,并提高顧客回購的忠誠度。因此,對(duì)于大型超市來說,目前應(yīng)優(yōu)先因考慮的問題是制定合理可行的品牌管理策略,塑造良好的超市品牌形象,以此來提高市場(chǎng)競(jìng)爭(zhēng)力并進(jìn)一步擴(kuò)大自己的市場(chǎng)。歐尚集團(tuán)作為全球十大零售商之一,是法國除家樂福外第二大以經(jīng)營零售業(yè)態(tài)為主的商業(yè)集團(tuán)。1999年,因當(dāng)時(shí)中國對(duì)于外資企業(yè)的政策限制,歐尚選擇了與臺(tái)灣潤泰集團(tuán)旗下的大潤發(fā)超市合作,以歐尚品牌進(jìn)入中國零售市場(chǎng)。2011年,歐尚和大潤發(fā)合營的高鑫零售有限公司在香港成功上市,成為中國最大的綜合大賣場(chǎng)營運(yùn)商。在該合作的推動(dòng)下,高鑫零售在銷售規(guī)模和單店利潤上已超過競(jìng)爭(zhēng)對(duì)手沃爾瑪和家樂福。但是,歐尚進(jìn)入中國市場(chǎng)近二十年,依托如此強(qiáng)大的零售背景,在開店數(shù)量和開店速度上卻明顯低于其它零售巨頭,而且宏觀經(jīng)濟(jì)不穩(wěn)定、零售市場(chǎng)環(huán)境變化的大背景,對(duì)歐尚超市的品牌持續(xù)擴(kuò)張也帶了很大的沖擊。本文以品牌管理理論和超市品牌管理作為理論研究的基礎(chǔ),主要采用文獻(xiàn)閱讀法和案例分析法,對(duì)品牌管理進(jìn)行概述和總結(jié),以此為基礎(chǔ)對(duì)歐尚超市的品牌管理現(xiàn)狀進(jìn)行分析和探討。在對(duì)歐尚現(xiàn)有的品牌管理體系分析的前提下,提出歐尚超市的品牌管理策略,在明確品牌管理策略之后,對(duì)歐尚超市的品牌管理工作提出具體的實(shí)施對(duì)策。首先,本文從歐尚集團(tuán)的角度分析了目前歐尚品牌在中國市場(chǎng)的現(xiàn)狀,然后從歐尚超市品牌管理的實(shí)際狀況入手,分析其在品牌管理五個(gè)方面的現(xiàn)狀,主要包括品牌定位、品牌形象、品牌傳播、品牌維護(hù)和品牌運(yùn)營。其次,在現(xiàn)狀的基礎(chǔ)上指出歐尚超市在品牌管理中存在的品牌定位、品牌形象、品牌傳播、品牌維護(hù)和品牌運(yùn)營的問題。第三,根據(jù)歐尚超市的品牌具體問題,提出歐尚超市的品牌管理策略。最后,在品牌管理策略明確的基礎(chǔ)上,提出品牌管理的具體實(shí)施對(duì)策。在市場(chǎng)經(jīng)濟(jì)的快速發(fā)展和“互聯(lián)網(wǎng)+”的大環(huán)境下,大型超市品牌的持續(xù)發(fā)展正在受到電商零售的強(qiáng)烈沖擊,面臨著巨大的挑戰(zhàn)。希望通過本文的研究探討為更多企業(yè)的品牌管理提供一些借鑒,對(duì)大型超市的品牌管理有所啟示。
[Abstract]:Under the background of economic globalization, the great development of service industry has become the basic trend of global economic development. With the change of economic background, as one of the retail formats, the competition of large supermarkets is becoming more and more intense. Since the retail market opened to the outside world in 2004, foreign retailers' brands have begun to target at the Chinese market. Trying to obtain a large share of the market share, further promote our retail industry competition is becoming increasingly fierce. In the domestic and foreign retail competition, brand management is undoubtedly the most important link. It can also be seen from the current competition trend that brand competitiveness is the core competitiveness of enterprises. The brand image of supermarket, which is strong and in line with the expectation of customer psychology, can attract more customers and improve the loyalty of customer repurchase. Therefore, for large supermarkets, the priority is to establish reasonable and feasible brand management strategies, to create a good brand image of supermarkets, in order to improve market competitiveness and further expand their own market. As one of the top 10 retailers in the world, the Auchan Group is the second largest commercial group in France, in addition to Carrefour. In 1999, because of China's policy restrictions on foreign enterprises, Auchan has chosen to enter the Chinese retail market under the Eushane brand in partnership with Taiwan's Runtai Group's Big Runfa supermarket. In 2011, the joint venture of Euchan and Da Runfa's Gao Xin Retail Co., Ltd. was successfully listed in Hong Kong. To become the largest integrated store operator in China. Driven by the partnership, Gao Xin's retail sales and single-store profits have surpassed those of rivals Wal-Mart and Carrefour. However, since Auchan entered the Chinese market in the past 20 years, relying on such a strong retail background, it is obviously lower than other retail giants in terms of the number and speed of opening stores. Moreover, the macro economy is unstable and the retail market environment is changing. The continued expansion of the brand of Auchan supermarket also has a great impact. Based on the theory of brand management and supermarket brand management, this paper summarizes and summarizes the brand management by literature reading and case analysis. On the basis of this, the current situation of brand management of Auchan supermarket is analyzed and discussed. On the premise of analyzing the existing brand management system of Auchan, this paper puts forward the brand management strategy of Auchan supermarket, and after defining the brand management strategy, puts forward the concrete implementation countermeasures to the brand management work of Auchan supermarket. First of all, this paper analyzes the current situation of Auchan brand in the Chinese market from the perspective of Auchan Group, and then starts with the actual situation of the brand management of Auchan supermarket, and analyzes its current situation in five aspects of brand management, mainly including brand positioning. Brand image, brand communication, brand maintenance and brand operation. Secondly, on the basis of the present situation, this paper points out the problems of brand positioning, brand image, brand communication, brand maintenance and brand operation in the brand management of Auchan supermarket. Thirdly, according to the specific brand problems of Auchan supermarket, the brand management strategy of Auchan supermarket is put forward. Finally, on the basis of clear brand management strategy, put forward the specific implementation of brand management countermeasures. With the rapid development of market economy and the "Internet" environment, the sustained development of large supermarket brands is being strongly impacted by e-commerce retailing and facing enormous challenges. The author hopes to provide some reference for the brand management of more enterprises and enlighten the brand management of large supermarkets through the research of this paper.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F717.6

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