零售商自有品牌营销策略研究-以屈臣氏为例

上海商学院
本科生毕业论文
论文题目：零售商自有品牌营销策略研究-以屈臣氏为例
摘要
随着超级市场、购物中心和网上购物等新型零售业态的兴起和迅猛发展，传统零售商受到了巨大的冲击，有的甚至面临倒闭，寻找新的利润增长点成为步入成熟期的国内零售商重新崛起的关键。

随着买方市场格局的形成，营销渠道中零售商和生产商的势力发生了变化，零售商逐渐由简单销售制造商提供的产品转为主动寻找制造商，要求他们提供更适应消费者需求的产品，有些零售商甚至自设生产基地直接生产，因此，零售商自有品牌应势而生。

在零售商自有品牌出现以后，零售商如何进行自有品牌的营销显得格外重要。

基于这一点，本文在概述零售商自有品牌以
及其发展现状的基础上，以屈臣氏为例进行个案研究，深入分析了屈臣氏以消费者的需求为导向、通过自由品营销策略组合，并从产品策略、价格策略、分销策略、推广策略、促销策略等几方面着手，利用自有品牌实现差异化经营，从而获取自有品牌营销的优势，在此基础上，以通过自有品牌使零售商利润最大化，注重自有品牌的促销优势，注重自有品牌的渠道控制优势，注重自有品牌的差异化优势，注重自有品牌的成本价格优势为研究角度，总结出了屈臣氏自由品牌营销策略对我国零售商实施自有品牌营销战略的启示。

关键词：零售商；自有品牌；营销策略
Abstract
With the new retailers such as supermarkets，warehouse stores，shopping malls spring up and develop rapidly，traditional department stores got into difficulties，some even closed down．It is very important for department stores to search for a new way to improve profit in their mature stage．With the buyer’s market structure formed，retailers’ position changed in the marketing channel system．Retailers do not merely provide products for manufacturers，they also actively request manufacturers to supply products
for them that can meet consumers’ demand more than manufacturers，then appeared retailer’s private brands．The emergence of retailer’s private brands marketing becomes more important. Based on this overview of retailers own brand, and its development status on the basis of Watson's, for example, in-depth analysis of Watson to the needs of consumers, using its own brand to differentiate in order to gain its own brand marketing advan tage, on this basis, summed up Watson's China retailers retailer’s private brands of inspiration to the implementation of marketing strategy.
Key word：retailers private brands strategy revelation。