名创优品品牌策略研究.docxVIP

摘 要 近四、五年来，名创优品已经风靡中国的各大城市。在人流量比较多并且繁华的区域，如步行街或是大型的购物中心，日本休闲品牌“名创优品”的牌子便会映入你的眼帘。这些店都是人满为患，它以时尚休闲生活百货为主，其中的部分商品，尤其是其中的数码科技产品和化妆品深受大家的热烈追捧，各地连锁店出现供货紧张的现象时有发生。在实体零售行业最为艰难的这几年，名创优品于电商夹击、国际消费乏力的困境中成功突围。民营品牌是企业为了突出自身形象，保持竞争地位，充分利用无形资产而采取的一种竞争战略。从市场需求的角度看，民营品牌具有价格优势、信誉优势和降低消费者选择成本的优势。因此，零售企业可以提高竞争力，改善产品结构，满足消费者的需求。对自有品牌的研究自然成为零售营销理论领域最有价值的热点之一。本文以名优产品为例，探讨零售企业自有品牌的发展战略。 关键词：零售企业；自有品牌；品牌策略 ABSTRACT Private brand is a competitive strategy adopted by enterprises in order to highlight their own image, maintain competitive position and make full use of intangible assets. From the perspective of market demand, private brands have the advantages of price advantage, reputation advantage and reducing the cost of consumer choice. Therefore, retail enterprises can improve their competitiveness, product structure and meet the needs of consumers. Under the coexistence of opportunities and difficulties, retail enterprisesown brand strategy has become an important strategic weapon to enhance their core competitiveness and occupy a dominant position in market competition. The research on private brand naturally becomes one of the most valuable hotspots in the field of retail marketing theory. Taking famous and excellent products as an example, this paper discusses the development strategy of retail enterprisesown brand. On the basis of elaborating the relevant theories of retail private brand, taking famous and excellent products as an example, this paper investigates and analyses the development status of private brand in retail enterprises, points out the problems existing in the development of private brand of famous and excellent products, and puts forward the development countermeasures. Key words: retail enterprise; private brand; brand strategy  目录 TOC \o 1-3 \h \z \u 一、绪论 4 二 品牌策略的相关概念及理论基础 5 （一） 品牌的相关概念 5 （二） 品牌策略的相关理论基础 5 三 名创优品品牌策略的环境分析 5 （一）名创优品环境分析 5 1.宏观分析 6 2.微观分析 6 （二）SWOT分析 7 四 名创优品现有品牌策略及存在