北京华联综合超市有限公司自有品牌开发的研究.pdfVIP

北京华联综合超市有限公司自有品牌开发的研究 摘要 中国零售业面临同行竞争的压力巨大，因此零售商为了进一步获取竞争上 的优势，开发自有品牌俨然成为各大零售商未来发展的必然趋势。然而在开发 自有品牌时，零售商面临有别于以往的商品管理决策，考虑的决策因素也增多。 本文从研究者的角度对开发自有品牌的策略进行探索，了解零售商为什么必须 开发自有品牌，以及如何开发自有品牌，另外进一步以北京华联综合超市为具 体研究对象，探求影响自有品牌开发的因素。零售商在其自有品牌管理上努力 的程度与所获得的业绩成正比的情形下，皆愿意更进一步积极对自有品牌的投 入，而尚未具备开发条件的零售商，亦希望在克服开发自有品牌的限制因素后， 跟随市场趋势开发自有品牌。由此可知，未来零售商自有品牌的开发趋势日益 增多。本文对个案的研究，希望能对后续的研究提供参考。 关键字：零售业, 自有品牌, 开发, 北京华联 I 北京华联综合超市有限公司自有品牌开发的研究 Abstract It is huge that Chinese retail trade is faced with the pressure of the competition of the same occupation, therefore retailers which for get the advantage on further competition, develop private brand have become nearly the inevitable tendency of future development. However, when developing private brand, retailers that faced with the management strategy is different from the former decision, the decision factor of consideration also grows to before. This paper explores from the angle of researcher for developing private brand strategy, it attempt to know retailers why must develop private brand, as well as how to develop private brand, additionally, take an example to supermarket of Beijing Hualian as a study object specify, pursue to affect factors to the develop private brand. Retailers’ effort in management and the achievement get the case of direct ratio, is willing much further positive to increasing input on private brand, and have not the development condition also hope to develop private brand with the market tendency. By this we can know that future retailers grows increasingly from the development tendency of private brand. Hope the research of this paper for a case can be referred to as later research. Keyword: retailing ， private brand