畢業(yè)論文：中國(guó)零售企業(yè)自有品牌發(fā)展前景及可行性分析

大學(xué)學(xué)士學(xué)位論文
中國(guó)零售企業(yè)自有品牌發(fā)展前景及可行性分析
專業(yè)：市場(chǎng)營(yíng)銷
學(xué)院：工商管理學(xué)院

摘要

中國(guó)零售企業(yè)從2011年就開(kāi)始面臨著高成本、高競(jìng)爭(zhēng)、資源壟斷、低回報(bào)、難擴(kuò)張等難題。并且零售企業(yè)的回報(bào)率越來(lái)越低，成本缺越來(lái)越高，因此很難擴(kuò)張。除了以上困難與壓力，未來(lái)的五到十年，零售業(yè)將迎來(lái)門(mén)店、物業(yè)租賃大批到期，續(xù)租成本上漲，租金甚至將達(dá)到30%-50%的增長(zhǎng)速度。目前，我國(guó)80%以上的零售企業(yè)管理粗放，50%以上的零售企業(yè)資金短缺，零售企業(yè)管理層整體的素質(zhì)水平不高，不能滿足跨區(qū)域、全國(guó)性市場(chǎng)的擴(kuò)張需求，不能有效利用規(guī)模經(jīng)濟(jì)降低成本、提高效益，盈利模式簡(jiǎn)單、低端，而業(yè)內(nèi)普遍流行的收取通道費(fèi)的盈利模式降低了企業(yè)的盈利能力及控制流通渠道的實(shí)力，我國(guó)零售百?gòu)?qiáng)排名前5名的企業(yè)銷售額之和不足沃爾瑪營(yíng)業(yè)額的5%。
零售行業(yè)面臨嚴(yán)峻的考驗(yàn)，面對(duì)越來(lái)越激烈的競(jìng)爭(zhēng)，為了提升企業(yè)的競(jìng)爭(zhēng)力提高收益和發(fā)展差異化經(jīng)營(yíng)，國(guó)內(nèi)外部分零售企業(yè)已經(jīng)舉起了自有品牌的旗幟，改變現(xiàn)有經(jīng)營(yíng)模式，提高市場(chǎng)占有率。自有品牌是零售企業(yè)發(fā)展到一定程度必要的經(jīng)營(yíng)戰(zhàn)略。自有品牌商品是零售企業(yè)參與設(shè)計(jì)、生產(chǎn)、銷售，降低了商品成本、銷售有企業(yè)特色商品，增加了企業(yè)利潤(rùn)，也提高了顧客忠誠(chéng)度。
然而在中國(guó)這個(gè)世界制造工廠，零售企業(yè)的自有品牌發(fā)展緩慢，仍處在嘗試階段，在認(rèn)知和實(shí)際操作中也存在一定的誤區(qū)。我國(guó)零售企業(yè)自有品牌在整體的銷售產(chǎn)品中所占比例很小，與國(guó)外零售業(yè)存在很大差距，但從長(zhǎng)遠(yuǎn)角度來(lái)看，大型零售業(yè)自有品牌發(fā)展?jié)摿薮�。目前發(fā)展現(xiàn)狀是，規(guī)模小、業(yè)態(tài)單一（主要針對(duì)大賣(mài)場(chǎng)和超市）、產(chǎn)品單一（服裝、食品
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to reduce costs and improve efficiency, simple, low-end profit model, the profit model prevalent in the industry charge slotting allowances reduced corporate profitability and the strength of distribution channels, Chinas top 100 retail top five corporate sales and 5% of the turnover of less than Wal-Mart.
The retail industry is facing a severe test, the face of increasingly fierce competition, in order to enhance the competitiveness of enterprises to improve the income and development of differences in management, some domestic and foreign retail enterprises has raised the banner of its own brand, to change the e*isting business model , increase market share. Own-brand retail enterprise development to a certain e*tent necessary business strategy. Own-brand goods retail enterprises involved in the design, production, sales, reducing the cost of goods, sales of enterprise characteristics of goods, an increase of corporate profits, but also improve customer loyalty.
However, in China, the worlds manufacturing plants, retail enterprises own brand slow development is still in the trial stage, there are some errors in the cognitive and practical. Own brand of retail enterprises in China have a very small percentage of overall sales of products, there is a big gap with foreign retail, but the long-term perspective, large-scale retail development of its own brand has great potential. The current development status, small-scale, single format (major hypermarkets and supermarkets), a single product (clothing, food), retailers the regulatory capacity of the production enterprises is not high. Our local retailers If you want to create in the development of its own brand profit margins, there is still a long way to go.
This article references the research of scholars at home and abroad on its own brand, combined with their own point of view, the narrative from the five parts, the first part, the research background, significance; second part of the concept of own brand and private label features advantage; fifth part of the third part of the domestic and foreign retail enterprises own brand Research and development status; fourth part of the study is the development of its own brand of factors restricting the Chinese retail enterprises; main reasons for the slow development of retail enterprises to make recommendations and strategies.
Keywords: own bran ……（未完，全文共12963字，當(dāng)前僅顯示3084字，請(qǐng)閱讀下面提示信息。收藏《畢業(yè)論文：中國(guó)零售企業(yè)自有品牌發(fā)展前景及可行性分析》）