连锁超市自有品牌的开发和管理研究.pdfVIP

连锁超市自有品牌的开发和管理研究 摘 要：随着近些年来国际零售业巨头纷纷登陆中国市场，加剧了该行业的竞争。越 来越多的商家发现了自有品牌这个新的利益增长点，特别是超市对自有品牌的 开发越来越重视，且取得了一定的成果。但是就目前来讲，我国连锁超市的自有 品牌还只是处在成长启蒙阶段，在认知和具体操作阶段还存在着一定的误区。本 文综合了20世纪以来国内外学者对连锁超市的自有品牌的理论研究，并通过运 用调查 卷的方式来调研消费者对自有品牌的认知和偏好度，以便为连锁企业 的发展自有品牌商品的宏观引导决策与微观决策提供参考。 关键词：连锁超市、自有品牌、世界市场、中国市场 Chain supermarkets own brand development and management research Abstract: In recent years, the international retail giants have landed in China market, increasing competition. More and more enterprises find its brand new growth point of interest, especially the supermarket s own brand of development more and more get the attention of people, and have achieved certain effect. But now, our country chain supermarkets own brand is still in the growth stage of the enlightenment, the cognition and the concrete operational stage, there are still some misunderstanding. In this paper a comprehensive since twentieth century, domestic and foreign scholars on the chain supermarkets own brand of theoretical research, and through the use of a questionnaire survey on the consumers brand perception and preference, in order for the development of chain enterprises own brand products guide decision making and microcosmic decision-making provide reference. - １- Keywords: Supermarket chain, its own brand, the world market, Chinese market 目录 1、引言…………………………………………………………………………4 二、相关文献概念回顾…………………………………………………………4 1、自有品牌的界定…………………………………………………………4 2、连锁超市的界定…………………………………………………………4 3、连锁超市发展自有品牌的优势…………………………………………5 4、国外自有品牌研究概况…………………………………………………5 5、国内连锁超市自有品牌的发展现状……………………………………7 三、基于顾客感知的华润万家自有品牌调研…………………………………7 1、调研目的…………………………………………………………………7 2、调研对象选择的出发点…………………………………………………8 3、调研过程…………………………………………………………………8 4、调研结果分析……………………………………………………………8 四