屈臣氏自有品牌开发的经验及启示

学年论文

屈臣氏自有品牌开发的经验及启示

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指导老师:_________*****___________ 日期:________******___

摘要

本文以屈臣氏的自有品牌开发战略为基础，结合相关理论知识和屈臣氏具体实施的自有品牌策略，以及我国零售企业发展自有品牌的现状，运用合理的研究、论证方法，对我国零售企业如何发展自有品牌战略提出建议。

本文首先提出了研究自有品牌的背景及现实意义，罗列了白有品牌理论知识来源的有关文献，并就作者的写作思路和研究方法进行了介绍。然后，阐述了自有品牌的基本概念和相关论知识，根据零售企业自有品牌的发展历程，描述了零售企业自有品牌的分类、供应和差异化策略等特点以及零售企业自有品牌的内涵，文章还提及了零售企业实施自有品牌战略存在的风险。本文的第三部分着重对屈臣氏自有品牌战略的实施进行了分析，通过剖析屈臣氏的自有品牌实施策略，揭示了零售企业要想发展自有品牌必须具备的前提条件：较大的经营规模、良好的商业信誉、完善的质量管理体系，论证了实施自有品牌战略能够为零售企业带来竞争优势：产品差异化优势、成本价格优势、促销优势、顾客的忠诚优势和经营渠道的控制优势。最后，根据屈臣氏实施自有品牌战略得出的结论——我国零售企业发展自有品牌战略势在必行，结合我国零售企业发展现状，提出了我国零售企业发展自有品牌的基本思路——“合理定位、外抓营销、内抓管理”，并并给出了具体操作建议。

关键字：自有品牌零售企业屈臣氏

Abstract

According to Watsons's own brand development strategy as the basis, with the relevant theoretical knowledge and specific implementation of the brand strategy of Watsons, as well as the development of retail enterprises in China brand status, the use of reasonable research and evaluation methods, on China's retail enterprises proposes how to develop private brand strategy.

This paper first presents the research background and significance of its own brand, " white brand theory knowledge sources in the relevant literature, and the author's writing ideas and research methods are introduced. Then, elaborated its own brand of the basic concept and the related knowledge, according to the retail enterprises private brand development, describes the retailers private brand classification, supply and differentiation strategy and characteristics as well as the retail business the connotation of its own brand, this paper also mentions the retail enterprises to implement brand strategy risks. The third part of this paper focuses on Watsons own brand strategy implementation are analyzed, through the analysis of Watsons's brand strategy, reveal the retail enterprise wants to develop its own brand must have the prerequisite: the larger scale of operation, a good business reputation, a sound quality management system, demonstrates the implementing brand strategy for retail enterprises competitive advantage: product differentiation advantage, cost advantage, marketing advantages, customer loyalty and business channels control advantages. Finally, according to the Watsons implement brand strategy the conclusion -- development of retail enterprises in China brand strategy be imperative, unifies our country retail enterprise development present situation, proposed our country retail enterprises to develop its own brand of basic idea -- " reasonable fixed position, grasp the marketing, within the grasp management ", and gives the suggestion.

Keywords: Own brand Retail enterprise Watsons