零售企业自有品牌营销组合策略分析外文翻译.doc

毕业设计(论文)外文文献翻译 2012 届 译文一：零售企业自有品牌营销组合策略分析 译文二：零售商开发和推广自由品牌的问题和对策学生姓名 学 号 系 别 专业班级 指导教师 完成日期 2 Retail enterprise brand marketing strategy analysisKang YongAbstractIn recent years, along with our country opening of retail industry, the retail industry competition is more intense, many foreign brands of beach China retail market. From another point of view, the foreign retail industry own brand products experience to Chinas retail enterprises have reference valueValue, Chinas retail enterprises to adapt to the international trend, has its own brand, in order to enhance competitiveness.Key words: retail enterprises free brand portfolio strategy from the eighteen eighties now,own brand has 100 years of history, the western private brand theory research and practical application has become mature. In our country, the development of private brand has just started, on its own brand awareness is still in the elementary level, enterprises lack of practical experience. As the domestic retail market fully open, facing the impact of foreign retail giants, domestic scholars put forward by establishing its own brand of domestic retail enterprise to enhance the competitive advantage, this study also aims to Chinas retail industry development of private brand strategy put forward the theoretical basis and basic strategy.China retail enterprise brand development statusIn recent years, large retail enterprises in China such as bamboo shoots after a spring rain, development is swift and violent, marking Chinas retail enterprises have entered a new development stage. Chinas consumer goods market in a stable development of accelerated growth; foreign retail enterprises to enter and expand significantly faster; national cultivation of supporting large-scale circulation enterprise development policies and measures, also entered the implementation phase; regulate and promote the development of retail industry related laws, regulations or work into China since the founding of the hottest period. These changes for the development of retail industry in China in the new changes of environment to provide a solid foundation, push our large retail enterprises have entered a new stage of development.( a ) the implementation of the strategy of private brand foundationRetail promotion of strategic position. Along with the Chinese market from a sellers market to a buyers market transformation, consumers become scarce resources, the closest to the target market customer retailer position significantly, the retailer to further enhance the degree of dependence.Retail enterprise strength enhancement. Show according to the data: the 2004 national commercial chain of30 strong companies to further expand the scale of operation, total retail sales of consumer goods in the proportion reached 7.1%, compared with the same period in 2003increased by 1.2percentage points. Therefore, China in recent years, the rapid development of the retail industry has its own brand of strategic planning and implementation to create certain basic conditions.Some of the retail enterprises have a good business reputation. A good business reputation can increase the customer s trust and recognition, which will be the intangible assets of the enterprise into the real value-added products. These a few years of goodwill is enabled by its own brand of the most precious wealth and the most essential condition, is the vast number of customer confidence in the guarantee of these old shops, if can make full use of their strong reputation to promote its own brand, will be very easy to get consumer recognition.( two) the process of brand development problemsThe development of its own brand awareness. Many retailers strategic focus on supplier selection, whole of store image of publicity strategy of private brand development strategy, not enough attention. Own brand publicity is not in place, the consumer brand awareness is low, so retailers should increase its own brand of propaganda, to obtain customer approval. Brand name strategy too onefold, domestic retailers most select store name as a brand name, brand management is not in place, in creating its own brand of short-term behavior too, has hindered the brand long-term development.China retail enterprise brand marketing strategy of development train of thought( a ) product strategy1market orientation. When the manufacturer brand and brand goods price difference is more and more small, opposite to the price sensitive consumers will buy goods manufacturer brand. Just to the price advantage to make a distinction between the own brand product is easy to be replaced. Therefore, at present our country retail enterprises private brand positioning, should be in the establishment of a certain brand loyalty, then to the top retailer private brand direction. China retail enterprise s own brand goods orientation should be combined with the needs of different consumers and brands development stage to own brand product positioning.2product selection. Through the different brand portfolio can effectively meet the different needs of consumers, so as to ensure a higher level of customer satisfaction and loyalty. On the definition of the scope of private brand products is a dynamic process, the different historical period, different retailers, for different operating purposes, the product range will vary.3 brand design. Name design, brand name selection for various formats of different formats, each company is different, this will be its own brand name is divided into the following four categories: to convey the store image to improve visibility, directly to the store name as its own brand name; in order to differentiation and selection can convey commodity characteristic name, taking into account the trend; company strategy; global brand strategy. Own brand CI design, essence is to create a unique, vivid, easy to memorize the brand image, the image including the concept, behavior, visual and so on several aspects of consistency.( two) the price strategy price policy will affect the profits, market share and brand image, and operating in the market in a key position. Impact of retailers private brand sale is the dominant factor two: product price and own brand products and competing brand product price difference. Therefore, in order to achieve its own brand goods good sales, on the basis of cost pricing method to form its own brand of commodity prices, and then make the price adjustment.1price policy. Retail store operation consists of five elements, namely commodity circulation channels of policy, policy, promotion policy, service policy and price policy. These five factors are into the system, but the reciprocal causation, decided the success or failure of market management. Although the consumers income is increasing, but the difference is not homogeneity, high commodity prices, consumers are very sensitive.2based on product positioning pricing. Product pricing has many ways of the retailers private brand, pricing and product pricing is basically the same, as can take cost plus pricing, wool interest rate pricing method, target profit pricing method, pricing method, peer customary pricing method.( three) the channel strategy brand strategy in the channel in the performance of retail enterprises in the process of backward integration, retail enterprises from the initial contact of the production and consumption of carrier evolution to control ability extends to the production field. Retail business and production enterprise integration pattern determines its own brand of mode of production. Widely used channel integration mode: strategic alliance mode, whereby two or two more enterprises in order to achieve resource sharing, complementary advantages of the objective, through various contracts and form complementary advantages, risks, bidirectional or multiway factor flow of loose or continuously while the formal relations, in the strategic alliance mode, manufacturers to obtain the corresponding processing costs, retailers can enjoy from the production and circulation of the double profit; their production organization form, the retail enterprise through holding shares or other means of cooperation with the manufacturers or solely invested to create their own production and processing base, to complete their own independent brand goods of the whole process of production, this kind of organization form of enterprises, to invest more capital and manpower, the risk is relatively large, at the same time expected profit return request corresponding to higher; the site of purchase organization form, this form of organization is that business enterprise manages own brand products in the development, production and exist in the purchase, or the purchase of others research results, or the purchase of others produce goods, with their own brand to sell.( four) communicating strategy of large media advertising is mainly to promote the brand effect, usually need to pay high fees for its own brand, mainly in the low price for the appeal of commodities, is not suitable. Retail business has a certain distribution channels, thus can make full use of the advantage condition. The shop POP advertising is one of the most direct and effective way of communication. Staff promotion in the supermarket is a relatively common mode of communication, through promotion and consumer communicate directly, can be intuitive grasp of consumer attitudes, opinions and other information, is conducive to the further improvement of commodity, and can highlight its own brand of this communication key.In short, Chinas retail industry is developing fast, but also faces fierce business competition, profits and sales space was hitherto unknown extrusion. This article through to the private brand of retail enterprises in China to study, for enterprises to create competitive advantage, make full use of its intangible assets, improve profit in the retail business environment. But because of the authors research condition and level of restrictions, for their own brand marketing mode and operational implementation countermeasure research is not enough in-depth and meticulous, for the future to further research and improvement, it is also the research direction in the future.零售企业自有品牌营销组合策略分析康勇摘 要近年来，随着我国零售业对外开放，零售行业竞争更为激烈，大量外资自有品牌抢滩我国零售市场。从另一角度看，外企零售业自有品牌商品的经验对我国零售企业有借鉴价值，我国的零售企业只有适应国际潮流，拥有自有品牌，才能提升竞争力。 关键词：零售企业 自由品牌 组合策略 从19世纪80年代起至今，自有品牌已经有100多年的发展历史，西方对自有品牌的理论研究和实际应用已趋于成熟。在我国，自有品牌的发展才刚刚起步，对自有品牌的认识还处于浅显的程度，企业缺乏实际操作经验。随着国内零售市场的全面开放，面对国外零售业巨头带来的冲击，国内学者提出通过建立自有品牌以提高国内零售企业的竞争优势，本文的研究也旨在为我国的零售业发展自有品牌战略提出具体的理论依据和基本策略建议。 我国零售企业自有品牌发展现状 近年来，我国大型零售企业如雨后春笋般发展迅猛，标志我国零售企业发展进入新阶段。我国消费品市场在稳定发展中加快增长；外资零售企业进入和扩张的速度明显加快；国家培育扶持大型流通企业发展的政策措施，也进入实施阶段；规范和促进零售业发展的相关法律、法规的出台或制定工作进入我国建国以来的“最热期”。这些变化为我国零售业发展环境的新变化提供了坚实基础，推动我国大型零售企业进入一个新的发展阶段。 （一）实施自有品牌战略的基础 零售业战略地位的提升。随着中国市场格局由卖方市场向买方市场的转化，消费者成为稀缺资源，使最接近目标市场顾客的零售商的地位显著提升，生产商对零售商的依赖程度进一步提高。 零售企业实力的增强。根据资料显示：2004年全国商业连锁企业前30强的经营规模进一步扩大，占全社会消费品零售总额的比重达到7.1%，与2003年同期相比提高了1.2个百分点。由此可见，中国近几年零售业的快速发展已为自有品牌战略的规划和实施创造了一定的基础条件。 部分零售企业有良好的商业信誉。良好的商业信誉可以增加顾客对产品的信任和认可，从而将企业的无形资产转换为对产品切实的增值。这些几十年老店的商誉是启用自有品牌最宝贵的财富和最根本的条件，是广大顾客信心的保证，这些老店如果能充分利用自己雄厚的商誉去推广自有品牌，将非常容易得到消费者的认可。 (二）品牌发展过程中的问题 发展自有品牌意识差。许多零售商将战略重点放在选择供应商、商店整体形象宣传等策略上，对自有品牌开发策略不够重视。自有品牌宣传力度不到位，消费者品牌认知度低，因此零售商应加大自有品牌宣传力度，获得顾客认同。自有品牌名称策略太过单一，国内零售商大多数选择商店名称作为自有品牌名称，自有品牌管理不到位，在创建自有品牌过程中短期行为过多，阻碍了品牌的长远发展。 我国零售企业自有品牌营销组合策略的发展思路 （一）产品策略 1.市场定位。当制造商品牌商品和自有品牌商品的价格差异越来越小的时候，对价格相对不很敏感的消费者会转而购买制造商品牌商品。那么仅仅以价格优势来作区分的自有品牌产品是很容易被替代的。因此目前我国零售企业自有品牌的定位，应该在建立一定的品牌忠诚度之后，再向顶级零售商自有品牌方向发展。我国零售企业的自有品牌商品的定位应结合不同的消费者需求以及自有品牌发展阶段来进行自有品牌商品定位。 2.产品选择。通过有差别的品牌组合可以有效地满足消费者的不同需要，从而保证较高水平的顾客满意和忠诚。对自有品牌产品范围的界定应是一个动态的过程，不同的历史时期、不同的零售商，出于不同的经营目的，产品的范围会有所差异。 3.品牌设计。名称设计，自有品牌名称的选择各业态不同，业态内各公司也不尽相同，本文将自有品牌的命名分为以下四类：为了传达商店形象以提升知名度，直接以商店名称作为自有品牌的名称；为了差异化而选择可传达商品特色的名字，并兼顾流行趋势；公司策略性的运用；全球统一品牌策略。自有品牌CI设计，实质就是要塑造一个独特的、鲜明的、易于识记的品牌形象，这个形象包括理念、行为、视觉等几个方面的一致性。 （二）价格策略 价格政策的优劣影响利润、市场占有率及品牌形象，并在市场经营中处于关键地位。影响零售商自有品牌销售额的主导因素有两个：自有品牌产品价格及自有品牌产品与同类竞争品牌产品的价格差。因此，要实现自有品牌商品良好的销售，首先依据成本定价法形成自有品牌商品的价格，然后再做出价格调整。 1.价格政策的制定。零售店经营包涵五大要素，即商品政策、流通渠道政策、促销政策、服务政策和价格政策。这五大要素虽各成体系，却互为因果，共同决定了市场经营的成败。虽然消费者的收入不断在增加，但对差异化不大、同质性较高的商品价格，消费者仍十分敏感。 2.基于产品定位的定价方式。产品的定价方式有许多方式，零售商自有品牌定价方式与普通产品的定价方式基本相同，如可采取成本加成定价法、毛利率定价法、目标利润定价法、同行价格定价法、习惯定价法等。 （三）渠道策略 自有品牌战略在渠道中表现为零售企业的后向一体化过程，零售企业由最初的联系生产和消费的载体演变为将控制能力延伸到生产领域。零售企业与生产企业的整合模式决定了自有品牌的生产方式。目前应用较广的渠道整合模式有：战略联盟模式，即两个或两个以上的企业为达到资源共享、优势互补的目的，通过各种契约而结成的优势互补、风险共担、要素双向或多向流通的松散型或持续而正式的关系，在战略联盟模式中，制造商获得相应的加工费用，零售商则可以享有来自生产和流通的双重利润；自己生产组织形式，零售企业通过控股或参股等方式与生产厂家合作或独资创建自己的生产加工基地，自行独立完成自有品牌商品生产的全过程，这种组织形式对企业来说，需投入较大的资金和人力，风险比较大，同时期望收益的回报要求相应也较高；现场购买组织形式，这种组织形式是指商业企业所经营的自有品牌商品在开发、生产中存在着购买行为，或者购买别人所开发研究的成果，或者购买别人所生产出的商品，以自己的品牌来进行销售。 （四）沟通策略 大型媒体广告主要是以宣传品牌效应为主，通常需要支付较高的费用，对于自有品牌主要以低价位为诉求的商品来说，并不合适。零售企业拥有一定的流通渠道，因此可以充分利用这种优势条件。店内POP广告就是一种最直接和有效的沟通方式。人员推广在超市中是一种比较常见的沟通方式，通过促销员和消费者的直接沟通，可以直观的掌握消费者的态度、意见等信息，有利于商品的进一步改进，并且可以突出自有品牌这一沟通重点。总之，我国零售行业正在快速发展，同时也面临着激烈的商业竞争，利润空间及销售空间受到前所未有的挤压。本文通过对我国零售企业自有品牌的研究，能够为企业创造差异化竞争优势、充分利用自身的无形资产、改善零售业利润环境。但由于笔者受研究条件和水平的限制，对自有品牌营销组合模式的选择和可操作的实施对策研究还不够深入和细致，以待今后能进行更深入的研究和改进，这也是今后研究的方向。 Retailers development and promote free brand problems and countermeasuresZhangXiaoFeiAbstractThrough the development of their own brand of retail process, retailers its development of this brand advantage, analysis of the current domestic retail enterprise own brand development present situation, and points out that the current domestic retail enterprise own brand some problems in the construction. In the lessons from the foreign retail enterprise development of private brand based on the experience of, then proposes retailers should follow, the choice of appropriate goods to create their own brand; Ensure that their own brands to the quality of the products; Reasonable pricing; To strengthen their own brand of sales publicity comments and Suggestions.Keywords: retail own brand manufacturer brand1 foreign own brand and the formation of the development1.1 the definition of private brandBroad definition is: own brand is to point to the retail business enterprise in the collection, arrangement, analysis of consumer of commodities demand information presented, based on the development of new products design requirements, choose appropriate manufacturer or factories to manufacture, and finally by retail enterprise registered trademark and definition, only in this enterprise each point of sales of the commodities in the brand. But, with the development of private brand, many retailers using more than one name to tell their own brand product series of business. And, this kind of products are also is no longer by retail enterprise own store exclusive sales. Therefore, Nielsens definition might be more appropriate, it contains a own brand category and the channel of the diversity of status: by retail enterprise or wholesale enterprise has its own brand name, a series of products through the exclusive or have control of the distribution channels.1.2foreign brands of the emergence and development ofNineteen fifties metaphase, self service industry, marketing channel power starting from manufacturer to retailer transfer. Until the nineteen sixties, marketing channel from a sellers market into a buyers market, the increasingly fierce competition makes people pay more attention to marketing and brand development. In the nineteen seventies, major retailers in size and scope has reached or exceeded the manufacturer, almost all of the market has its own brand. In twentieth Century 80,90 time, its own brand more rapid development.1.3foreign brands development reasonRetailer private brand from has the date, it has been the subject of retail enterprises, because of its own brand with brand hard advantage: the development of own brand is conducive to strengthening the retailers own competitiveness; development free brand enhance retailers in commodity price control ability, is beneficial for the retail enterprise to realize the commodity prices low; development of own-brand retailers with the development, promotion and marketing advantages; development of own-brand retailers have the credibility of the advantages and product advantages; own-brand retailers bring huge profit advantage.2domestic retail brand development and problems2.1own brand product type and amount is little, low market share even forces strong hundred warehousing, and several other foreign retailers than, not only its own brand of quantity, accounted for the proportion of small, and own-brand products are mainly concentrated in some simple low-end products.2.2brands of lower commodity prices, quality no comparison to in 100 storage part of own brand products as an example, and the supermarket congener manufacturer brand commodity price and performance standards comparison. Own brand goods and other similar commodity price at least 15% 30%, and some even reached 60% and above. Retailers will own brand goods price will be lower, the customer will feel the own brand products is the public interest or charity products. The price is too cheap to cause the customer to the product quality of the suspect.2.3promotional means of original single from look on the whole, Chinas retail enterprises are to sell the manufacturer brand products, marketing products, almost all manufacturers brand merchandise. Most of the retail enterprise on retailers private brand is still in the exploration phase of fuzzy, private brand development level is still very popular with the scale of r