我国零售企业自有品牌发展策略研究—以屈臣氏为例（工商管理）.docxVIP

PAGE PAGE II 摘 要 近年来各类国际大型零售企业都采用自有品牌策略来提升公司信誉，自有品牌成为行业关注的热点。屈臣氏作为零售企业中自有品牌建设相对比较完善的企业得到行业的关注，此次研究以屈臣氏自有品牌发展现状和发展策略为个案分析，从个案分析引申到零售行业自有品牌建设现状分析，更加全面认识我国零售企业发展自有品牌过程中遇到的挑战和机遇。通过对问题的分析，提出可行性的改进措施，帮助零售企业发展自有品牌，提升消费者信任度，注重消费体验，合理安排门店导购，注重品牌建设和产品质量。此次研究为零售企业发展自有品牌提出改进措施，帮助企业增加核心竞争力，在激烈的零售行业中脱颖而出。 关键词：零售企业；自有品牌；屈臣氏；SWOT Abstract In recent years, all kinds of large international retail enterprises have adopted the strategy of private brand to enhance the companys reputation, and private brand has become the focus of attention in the industry. Watsons private brand construction as a relatively perfect enterprise in retail enterprises has attracted the attention of the industry. This study takes Watsons own brand development status and development strategy as a case study, extends from case analysis to retail industrys own brand construction status analysis, and more comprehensively understands the challenges and opportunities faced by Chinese retail enterprises in the process of developing their own brand. Through the analysis of the problems, this paper puts forward some improvement measures to help retail enterprises develop their own brands better. To develop their own brands, retail enterprises must strengthen the publicity of their own brands, expand their sales channels, enhance consumer trust, pay attention to consumption experience, arrange shop guides reasonably, and pay attention to brand construction and product quality. This research puts forward improvement measures for retail enterprises to develop their own brands, help enterprises increase their core competitiveness, and stand out in the fierce retail industry. Keywords：Retail enterprises；Own brand；Watsons；development strategy 目 录 TOC \o 1-2 \h \z \u 摘 要 I Abstract II 导论 1 1、 问题的提出 1 2、 本论文相关的国外研究现状 1 3、 本论文相关的国内研究现状 2 4、 本论文的研究内容与组织结构 3 一、 零售企业自有品牌概述 4 1、 品牌概述 4 2、 零售企业自有品牌概述 4 3、 零售企业发展自有品牌的前提条件 4 二、 屈臣氏的自有品牌发展战略分析 5 1、 屈臣氏简介 5 2、 屈臣氏发展自有品牌现状 5 3、 屈臣