我國零售企業(yè)自有品牌戰(zhàn)略的制定與實施研究
發(fā)布時間：2018-11-22 12:47
【摘要】： 自有品牌的經(jīng)營,使發(fā)達國家零售企業(yè)獲得了巨大的競爭優(yōu)勢,已經(jīng)成為零售企業(yè)的一個重要的利潤增長點。而在國內,雖然近年來發(fā)展自有品牌已經(jīng)引起了一些零售企業(yè)的關注,但我國零售企業(yè)自有品牌戰(zhàn)略的實施還僅僅處于起步階段。 本文主要是針對我國的零售業(yè)的具體情況,論述我國是否應該實施自有品牌戰(zhàn)略,有沒有條件實施自有品牌戰(zhàn)略以及如何制定與實施自有品牌戰(zhàn)略。 本文共分為6章。第1章是本文的研究綜述,對國內外關于自有品牌的研究進行了總結。第2章是零售業(yè)及其自有品牌的概述,同時對我國零售業(yè)的發(fā)展狀況進行了分析。第3章我國零售企業(yè)實施自有品牌戰(zhàn)略的可行性與必要條件分析,以國內外自有品牌戰(zhàn)略的實施狀況差距為切入點,通過分析實施自有品牌戰(zhàn)略能夠為零售企業(yè)帶來的好處,導出了我國零售企業(yè)實施自有品牌戰(zhàn)略的意義;通過分析拿到上述好處的條件,導出了我國零售企業(yè)實施自有品牌戰(zhàn)略的可能性即發(fā)展自有品牌戰(zhàn)略的基本條件;通過再次分析我國零售業(yè)的實際情況,導出了我國部分零售企業(yè)具備了實施自有品牌戰(zhàn)略的有利條件;通過分析實施自有品牌戰(zhàn)略的必要條件,導出了零售業(yè)現(xiàn)代化的特征,并提出了實施自有品牌戰(zhàn)略是實現(xiàn)零售業(yè)現(xiàn)代化的重要途徑之一。第4章論述了我國零售企業(yè)應該如何制定和實施自有品牌戰(zhàn)略,分別對自有品牌戰(zhàn)略的決策程序以及切入點選擇(市場定位、定價策略和產(chǎn)品策略),品牌策略,組織實施(設計原則、生產(chǎn)方式和促銷策略)以及內部組織管理等方面進行了研究。第5章為我國大商集團自有品牌戰(zhàn)略實施的案例分析,第6章是本文的總結與展望部分。 本文首次提出了實施自有品牌戰(zhàn)略是實現(xiàn)零售業(yè)現(xiàn)代化的重要途徑之一,并結合我國零售企業(yè)的實際情況,指出并非我國所有零售企業(yè)都可以實施自有品牌戰(zhàn)略,實施自有品牌戰(zhàn)略需要具備一定的條件,同時本文對自有品牌戰(zhàn)略的制定與實施主要問題進行了比較深入的研究。
[Abstract]:The management of private brand has made the retail enterprises in developed countries obtain the huge competitive advantage and become an important profit growth point of the retail enterprises. In China, although the development of private brand has attracted the attention of some retail enterprises in recent years, the implementation of private brand strategy of retail enterprises in China is only in its infancy. This article mainly aims at the specific situation of our country's retail trade, discusses whether our country should implement the strategy of private brand, whether there are conditions to implement the strategy of private brand, and how to formulate and implement the strategy of private brand. This article is divided into six chapters. Chapter 1 is the summary of this paper, the domestic and foreign research on private brands are summarized. Chapter 2 is an overview of retail industry and its own brand, and analyzes the development of retail industry in China. Chapter 3 analyzes the feasibility and necessary conditions of implementing private brand strategy in Chinese retail enterprises, taking the gap in the implementation of private brand strategy at home and abroad as the starting point, and analyzes the benefits that the implementation of private brand strategy can bring to retail enterprises. The significance of implementing private brand strategy in Chinese retail enterprises is derived. Through the analysis of the conditions for obtaining the above benefits, the possibility of implementing the private brand strategy in Chinese retail enterprises is derived, that is, the basic conditions for the development of the private brand strategy. By analyzing the actual situation of retailing in our country again, it is concluded that some retail enterprises in our country have the favorable conditions to implement their own brand strategy. Based on the analysis of the necessary conditions for the implementation of private brand strategy, the characteristics of retail modernization are derived, and it is pointed out that the implementation of private brand strategy is one of the important ways to realize retail modernization. Chapter 4 discusses how to formulate and implement the private brand strategy, including the decision-making procedure, the choice of the breakthrough point (market positioning, pricing strategy and product strategy), and the brand strategy. Organizational implementation (design principles, production and promotion strategies) and internal organization management were studied. The fifth chapter is the case analysis of the implementation of the private brand strategy of the big business group of our country, the sixth chapter is the summary and the prospect part of this article. This paper points out for the first time that the implementation of private brand strategy is one of the important ways to realize the modernization of retailing, and points out that not all retail enterprises in our country can implement their own brand strategy according to the actual situation of retail enterprises in our country. The implementation of private brand strategy needs to have certain conditions, at the same time, this paper makes a more in-depth study on the formulation and implementation of private brand strategy.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F721
本文編號：2349420
[Abstract]:The management of private brand has made the retail enterprises in developed countries obtain the huge competitive advantage and become an important profit growth point of the retail enterprises. In China, although the development of private brand has attracted the attention of some retail enterprises in recent years, the implementation of private brand strategy of retail enterprises in China is only in its infancy. This article mainly aims at the specific situation of our country's retail trade, discusses whether our country should implement the strategy of private brand, whether there are conditions to implement the strategy of private brand, and how to formulate and implement the strategy of private brand. This article is divided into six chapters. Chapter 1 is the summary of this paper, the domestic and foreign research on private brands are summarized. Chapter 2 is an overview of retail industry and its own brand, and analyzes the development of retail industry in China. Chapter 3 analyzes the feasibility and necessary conditions of implementing private brand strategy in Chinese retail enterprises, taking the gap in the implementation of private brand strategy at home and abroad as the starting point, and analyzes the benefits that the implementation of private brand strategy can bring to retail enterprises. The significance of implementing private brand strategy in Chinese retail enterprises is derived. Through the analysis of the conditions for obtaining the above benefits, the possibility of implementing the private brand strategy in Chinese retail enterprises is derived, that is, the basic conditions for the development of the private brand strategy. By analyzing the actual situation of retailing in our country again, it is concluded that some retail enterprises in our country have the favorable conditions to implement their own brand strategy. Based on the analysis of the necessary conditions for the implementation of private brand strategy, the characteristics of retail modernization are derived, and it is pointed out that the implementation of private brand strategy is one of the important ways to realize retail modernization. Chapter 4 discusses how to formulate and implement the private brand strategy, including the decision-making procedure, the choice of the breakthrough point (market positioning, pricing strategy and product strategy), and the brand strategy. Organizational implementation (design principles, production and promotion strategies) and internal organization management were studied. The fifth chapter is the case analysis of the implementation of the private brand strategy of the big business group of our country, the sixth chapter is the summary and the prospect part of this article. This paper points out for the first time that the implementation of private brand strategy is one of the important ways to realize the modernization of retailing, and points out that not all retail enterprises in our country can implement their own brand strategy according to the actual situation of retail enterprises in our country. The implementation of private brand strategy needs to have certain conditions, at the same time, this paper makes a more in-depth study on the formulation and implementation of private brand strategy.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F721
【引證文獻】
相關碩士學位論文 前2條
1 王麗珠（SIRISUPA SARIBUT）;正大集團品牌戰(zhàn)略研究[D];揚州大學;2010年
2 李曉果;零售企業(yè)自有品牌建設研究[D];四川師范大學;2012年
，本文編號：2349420
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