我国零售行业自有品牌策略研究摘要.doc

江西蓝天学院本科毕业（论文）摘要现阶段我国零售业竞争日趋激烈，除了国外零售商的冲击外，一个重要原因就是国内零售企业处于同质化的低水平竞争，大家经营着相同或相似的商品，且采取类似的促销手段和价格定位。在这种背景下，实施自有品牌战略，被越来越多的零售企业所关注。发展自有品牌，可以使零售企业根据消费者的需求特性和产品生命周期，对所经营的商品进行灵活调整，形成企业商品差异化特色。这不仅使零售商的商品品种构成更加充实，而且进一步借助于自有品牌的导入，在消费者心中强化零售商的企业品牌形象，形成差异化的品牌识别，从而培养和增强了消费者对零售店的忠诚，促进了企业的良性发展。关键词: 自有品牌, 零售企业 差异化策略 品牌战略 品牌形象 AbstractChinas increasingly competitive retail stage，in addition to the impact of foreign retailers, important reason is that the domestic retail enterprises in the homogeneous low-level competition，We ran the same or similar goods，and similar promotions and price positioning. In this context，implement its own brand strategy, more and more retailers are concerned about development of own brands, enable retail enterprises according to the needs of the consumer characteristics and product life cycle. Commodities on the business flexibility to adjust and become differentiated product characteristics. This is not only the types of products to retailers constitute more substantial, and further by means of its own brand of import. Retailers in the minds of consumers to strengthen brand image, the formation of differentiated brand identity, so as to nurture and enhance consumer loyalty to retailers to promote the healthy development of enterprises.Keywords: Own brand, Retailers，Differentiation strategy，Brand Strategy，Brand image目录第一章 引言.第三章我国零售业发展自有品牌. 第一节 加快发展我国零售业的对策.第二节 自有品牌策略的产生发展的背景.第三节 我国零售业发展自有品牌的必要性.第四章 实施自有品牌战略的具体意义.第一节 零售行业自有品牌概念.第二节 零售商业企业自有品牌的功能. .第三节 自有品牌策略给零售商业企业带来的优势.第五章 实施自有品牌战略的具体措