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PAGE 14 学校代码：10484 学 号：030110201430 河南财经政法大学 HENAN 自学考试（市场营销专业）本科生论文 论文题目：上海华联零售业自有品牌的现状及发展策略 专业名称：市场营销 工作单位：洛阳理工学院 作者姓名：xxx 联系方式上海华联零售业自有品牌的现状及发展策略 摘 要 近几年来，零售业的竞争日趋激烈，在这种背景下，实施自有品牌战略，被越来越多的零售企业所关注。本文从自有品牌的基本理论研究开始，分析了品牌和自有品牌的基本定义及其内涵。然后从国内外自有品牌的发展现状的对比中，发现上海华联零售企业的自有品牌商品无论从数量、品牌忠诚度、销售额占比等与国外著名零售企业有很大的差距，其自身品牌商品开发尚处于起步阶段，但是发展空间很大。再次基础上，进一步分析创建自有品牌的优势和条件。最后，结合上海华联零售企业的发展现状和特点，研究出了可供我国其他零售企业选择的自有品牌的发展策略，为增强我国零售企业的竞争优势提出自己的看法。 关键词： 零售企业，自有品牌， 策略SHANGHAI HUALIAN RETAIL INDUSTRY OF THE CURRENT SITUATION AND DEVELOPMENT STRATEGY ABSTRACT In recent years,the retail industry on the increasingly fierce competition,inthis context,the implementation of brand strategy,is more and more retail enterprises in china.The article from its own brand of basic theory recarch,analysis of brand and brand of the basic definition and containon.Then from the doestic and foreign brands of the status quo of the development of contrast,found the Shanghai hualian retail enterprises own brand products in terms of quantily,brand loyalty,sales ratio with famous foreign retail enterprise have a big gap, its own brand product development is still at the initial stage,but the development of large space. On thebasis of further analysis again, creating its own brand advantage and condition. Finally, combined with the Shanghai Hualian retail enterprise decelopment present situation and the characteristic, development for China’s other retail enterprises choose the brand development stategy, in order to enhance the competitive advantage of retail enterprises in china to put forward their own views. KEYWORDS：Improve, Occupation rate of market, Tactic - ii - - PAGE i - 目 录 MACROBUTTON InsertCrossReference TOC \o 1-3 \h \z HYPERLINK \l _Toc318643366 1 序言 PAGEREF _Toc318643366 \h 1 HYPERLINK \l _Toc318643367 2 品牌和自有品牌的理论研究 PAGEREF _Toc318643367 \h 2 HYPERLINK \l _Toc318643368 2.1品牌的概念与内涵 PAGEREF _Toc318643368 \h 2 HYPERLINK \l _Toc318643369 2.2 品牌的发展 PAGEREF _Toc31