基于线索利用理论的零售商自有品牌感知质量实证研究-产业经济学专业论文.docxVIP

Abstract Under the ages of the globalization, with increasingly fierce competition in the retail industry, enterprises of retail are facing the common problems: how to find new profit growth and develop core competitiveness. Enterprises of retail became to know “the second profits source” — private brand. The several decades of development, the PB merchandise has already become the very important part of core competitiveness in the west countries. The PB can bring the enterprises of retail many advantages, such as supply chain structure optimizing, the differing, the cost lowering, which are the source of the core competitiveness. Therefore, implementing private brand strategy is the solution of these problems. However, private brand strategy is still in the early stage in our country, retailers and consumers do not have a strong sense of it, at the same time there is few domestic scholars study on it, so exploring such issues is necessary. Perceived quality of private brand merchandise is an important factor for purchasing, and it is also the key to successful implementing private brand strategy. Therefore, perceived quality of private brand products should be studied first. However, what factors do affect perceived quality of private brand merchandise? How deeply is impact of various factors? In our country, theoretical research in this filed is few, and using demonstration is scarce. I have read many literatures about private brand of retail enterprises. On the basis of that, I use demonstration approach to study it，and on the other side, I introduce the cue utilization theory into this analysis. After introducing fore research on private brand and pertinent concepts, I bring forward several assumptions. The study will find the relationship between the perceived quality of private brand merchandise and some factors. And the factors include: consumer personal factors, the impact of the store’ brand, the service of the store, the environment of the store, the promo