大型连锁超市自有品牌战略探究.pdf

万方数据 Subject : The Study of Private Brand Strategy of Chinese Large Super-market Chain Major : Master of Business Administration Name : Li Chunli (Signature) Instructor: Qian Min (Signature) ABSTRACT Chain supermarket is the mainstream of Chinas commercial retail formats. In 2004, for the market access and capital access of foreign chain supermarket has established in China were open, almost all the world-famous retail giants enter the retail market in our country through various forms. Foreign companies used their advanced retail concept and its own brand strategy to expand rapidly in the retail market in China which brought the huge impact to the local chain supermarket. As early as more than 40 years ago, western developed countries have carried out the research and application of supermarket own-brand, 30% of Wal-Mart’s sales and 50% of the profits come from their own brands. Although private brands have appeared in succession in large chain supermarkets in China, the domestic chain supermarkets have not widely used their own brands to participate in market competition, the understanding of own brand is still in its infancy. Firstly, this paper combed and studied the status quo of development and advanced experience of the foreign large chain supermarkets’ private brand, and chose Wal-Mart as a typical case to analyze the situation about its own-brand strategy. Secondly, on the one hand, using Michael Porters Five Forces Model to analyze the industry competition that Chinese large c