我国零售业自有品牌战略发展研究.docxVIP

PAGE PAGE 4 PAGE PAGE 15 摘要 我国零售企业经营模式同质化现象日趋严重，大型国际零售企业陆续进入我国，市场竞争十分激烈，许多连锁零售企业陷入经营困境。加强自有品牌战略建设可以为我国零售企业注入新鲜血液，提高企业竞争优势，有助于走出同质化竞争的困境，实现可持续发展。本文基于文献索引法、调查研究法，利用实地调研并整理总结的数据，对我国零售业自有品牌发展基本情况进行介绍与分析，对其发展过程中的问题做出总结，主要表现在以下几个方面：自有品牌标识的缺失、冲突与重复；发展建设中盲目跟风、缺乏长远规划与策略；自有品牌核心价值不突出。针对以上问题，并结合屈臣氏、世纪联华、沃尔玛等自有品牌发展现状，提出我国零售业自有品牌发展建议：第一，创立自有品牌标识并提供三种有机组合方式；第二，为自有品牌各个发展阶段制定针对性策略；第三，形成自有品牌核心价值。以上这些优化建议，从理论方面，有利于完善该领域的相关研究，对后续的研究有一定借鉴和指导作用；从应用方面，有利于提升我国自有品牌战略开发，促进零售业更好发展，形成自我优势。 关键词：自有品牌；零售业；战略 Abstract The homogenization of the operation mode of Chinas retail enterprises is becoming more and more serious. Large international retail enterprises are entering China one after another, and the market competition is very fierce. This paper, based on the literature index method and investigation method, using field research and summarizing the data, introduces and analyzes the basic situation of private brand development in Chinas retail industry. Then summarizes the problems in its development process, which are mainly reflected in the following aspects: the absence, conflict and repetition of private brand identity; Blindly follow the trend in development and construction and lack of long-term planning and strategy; The core value of private brand is not prominent. In view of the above problems, combined with the status quo of private brand development of watsons, century lianhua and other private brands, this paper puts forward suggestions for the development of private brand in Chinas retail industry. First, establish own brand logo; Second, formulate targeted strategies for each stage of private brand development; Third, form the core value of private brand. The above optimization suggestions, from the theoretical aspect, are conducive to improve the relevant research in this field, and have certain reference and guidance for the follow-up research; From the perspective of application, it is conducive to promoting the strategic development of Chinas private brands, pr