东北财经大学本科毕业论文
零售商自有品牌发展策略研究
——以乐购在营口的发展为例
作 者
王璐璐
学 院 专 业 年 级
经济管理学院 工商管理 2009 0931050125 冯蓬蓬老师
指导教师 答辩日期 成 绩
学 号
摘 要 摘 要
随着经营成本上升、竞争不断加剧，零售商为了站稳脚跟，寻求发展，开发并销售自有品牌商品。由于自有品牌是直接利用商场的渠道销售，省去了中间的供应商环节，从而以相对低廉的价格受到越来越多零售商的青睐。
本文首先从理论上对零售商自有品牌的内涵进行了阐述，论述了自有品牌的意义。接着着重研究了营口乐购自有品牌的发展情况，较为客观地评价了其取得的成绩及存在的问题，并提出几点乐购在营口未来发展策略，包括加大宣传力度；改变包装设计；提高质量保证。
本文通过对营口乐购自有品牌的发展策略研究，旨在让乐购更加适合中国国情，提高人们对乐购自有品牌的关注度和认可度，开发中国的潜在顾客，获得更高的利润，在激烈的竞争中占领中国市场，获得领导者地位。根据以上分析提出了个人的看法，并制订了乐购未来发展策略。
关键词：零售商 自有品牌 发展策略 乐购
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ABSTRACT ABSTRACT
With the rise in operating costs, tncreasing competition, retailers in order to gain a firm foothold, seeking to develop, development and sales of own-brand goods. Own brand mall channel sales, eliminating the need for the intermediate supplier links, favored by more and more retailers to its relatively low price.
Firstly theory connotation of retailer branded described, discusses the significance of its own brand. Then it focuses on the development of Yingkou Tesco own brand, a more objective evaluation of the achievements and existing problems, and make a few Tesco in the the Yingkou future development strategy, including to intensify propaganda; changing the packaging design; mprove quality guarantee
In this paper, the share of own-brand development strategy of the Yingkou music, designed to give Tesco more suitable for China's national conditions, to raise awareness of Tesco's own brand awareness and recognition, the development of China's potential customers, higher profits, in the fiercecompetition in the occupation of the Chinese market leader.
Key words: tradesman; Its own brand; Development strategy; Tesco
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目 录 目 录
一、绪论 .............................................................................................................................................. 1 （一）研究背景 .............................................................................................................................. 1 （二）研究目的及意义 .................................................................................................................. 1 二、零售商自有品牌发展状况分析 .................................................................................................. 2 （一）零售商自有品牌的定义及内涵 .......................................................................................... 2 （二）零售商自有品牌的意义 ...................................................................................................... 2 （三）零售商自有品牌在国际上的发展状况 .............................................................................. 2 （四）零售商自有品牌在中国发展状况 ...................................................................................... 3 三、零售商自有品牌发展策略 .......................................................................................................... 4 （一）零售商自有品牌的优势、劣势 .......................................................................................... 4 （二）产品选择 .............................................................................................................................. 5 （三）品牌定位 .............................................................................................................................. 5 四、乐购自有品牌发展现状及未来策略 .......................................................................................... 6 （一）乐购自有品牌在营口的发展状况分析 .............................................................................. 6 （二）乐购在营口的未来发展策略 ........................................................................................... 10 五、结论 ........................................................................................................................................... 11 主要参考文献 ................................................................................................................................... 13
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财经大学本科毕业论文
