学位论文_工商管理连锁超市自有品牌的开发和管理研究.docVIP

毕业论文（设计）正文 连锁超市自有品牌的开发和管理研究 Chain supermarkets own brand development and management research 系 别：工商管理 专 业班 级学 号学生姓名指导教师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. Keywords: Supermarket chain, its own brand, the world market, Chinese market 目录 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、我国连锁超市发展自有品牌中存在的问题………………………………15 五、我国连锁超市自有品牌发展建议…………………………………………15 五、结论…………………………………………………………………………17 六、参考文献……………………………………………………………………18 七、附录：华润万家自有品牌商品调查问卷…………………………………21 引言 随着零售业的持续快速发展和零售市场竞争的日趋全球化，实施自有品牌战略成为零售企业增强其盈利能力和获取竞争优势的重要途径。国外一些大型零售企业实施自有品牌战略已经进入了成熟阶段，例如沃尔玛、希尔斯、阿尔迪和玛莎百货等国际知名零售企业旗下都拥有知名的自有品