本文選題：自有品牌產(chǎn)品 + 質(zhì)量管理體系��； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：大型連鎖超市企業(yè)的自有品牌產(chǎn)品,在國內(nèi)也有十多年的發(fā)展過程,可一直處于叫好不叫座的尷尬境地,以至于部分超市企業(yè)放棄了自有品牌這塊業(yè)務(wù)。之所以會(huì)出現(xiàn)這種局面,主要是源于連鎖超市行業(yè)自有品牌興起之初,大家都以價(jià)格戰(zhàn)為主要競爭方式,給顧客造成了先入為主的概念,甚至到了現(xiàn)在,還有很多消費(fèi)者提到自有品牌商品仍認(rèn)為是低價(jià)廉價(jià)的產(chǎn)品,從而對(duì)產(chǎn)品本身的品質(zhì)存在質(zhì)疑。同時(shí),由于之前的價(jià)格戰(zhàn)策略,也導(dǎo)致了對(duì)于自有品牌質(zhì)量管控的人力物力的投入也是有限的,自有品牌產(chǎn)品質(zhì)量管理系統(tǒng)并不是很完善,這也造成了產(chǎn)品質(zhì)量普遍水平不高的狀況。如何改變這個(gè)局面,提升自有品牌產(chǎn)品質(zhì)量是必然的出路。在大型連鎖超市企業(yè)的自有品牌產(chǎn)品質(zhì)量管理的研究背景下,本文首先介紹自有品牌產(chǎn)品質(zhì)量管理的相關(guān)概念,主要包括自有品牌概念的介紹,質(zhì)量管理體系的概念、特點(diǎn)的介紹,全面質(zhì)量管理的概念、有效性以及在企業(yè)中的應(yīng)用的相關(guān)介紹。再次,根據(jù)A公司目前自有品牌產(chǎn)品質(zhì)量管理的現(xiàn)狀,提出目前存在的主要問題,并分析出造成這些問題的主要原因：(1)自有品牌質(zhì)量管理人員構(gòu)架不合理：(2)自有品牌質(zhì)量管理體系不健全;(3)已有六大質(zhì)量管理流程模塊存在缺陷；(4)產(chǎn)品的可追溯性不強(qiáng)。并且,根據(jù)上述原因分析,通過專家訪談、相關(guān)人員調(diào)研問卷分析,提出自有品牌產(chǎn)品質(zhì)量管理的改進(jìn)方案。最后,總結(jié)并分析了全文的研究結(jié)果,并指出本文的不足之處。
[Abstract]:The private brand products of large supermarket chain enterprises have also been developing for more than a decade in China, but they are always in the awkward position of not being praised, so that some supermarket enterprises give up their own brand business. The reason for this situation is mainly from the beginning of the rise of the chain supermarket industry's own brand. Everyone takes the price war as the main way of competition, which has given customers a preconceived concept, even now. And many consumers question the quality of the product itself by mentioning that its own brand is still considered cheap and cheap. At the same time, because of the previous price war strategy, it also led to the limited investment of manpower and material resources in the quality control of its own brand, and the quality management system of its own brand product is not very perfect. This has also resulted in a low general level of product quality. How to change this situation, improve the quality of private brand products is an inevitable way out. Under the background of the research on the quality management of private brand products in large supermarket chain enterprises, this paper first introduces the related concepts of the quality management of private brand products, mainly including the introduction of the concept of private brand, the concept of quality management system. Introduction of features, TQM concepts, effectiveness and application in the enterprise. Thirdly, according to the current situation of quality management of company A's own-brand products, the main problems existing at present are put forward. The main causes of these problems are analyzed as follows: 1) the structure of private brand quality management personnel is unreasonable and the quality management system of private brand is not perfect. (3) there are six major quality management process modules with defects and 4) the traceability of the products is not strong. In addition, according to the above reason analysis, through the expert interview, the related personnel investigation questionnaire analysis, proposed the own brand product quality management improvement plan. Finally, the paper summarizes and analyzes the research results, and points out the shortcomings of this paper.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F273.2;F721.7

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本文編號(hào)：2020131