学 年 论 文 屈臣氏自有品牌开发的经验及启示

姓 名：________****_____________ 学 号: ____*********__________ 系 部: _______ _*****___________ 专业班级: _________*****_________ 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 引言（preface） 随着市场经济的繁荣发展，各企业之间的竞争加剧，越来越多的企业不仅看重企业有形的资产，更加关注的是企业无形的资产—-品牌。品牌无疑是产品整体概念下“形式产品”或“有形产品”的重要组成部分。品牌策略也是营销企业产品策略的重要内容。特别是企业的自有品牌，对企业的发展有着至关重要的作用。了解和掌握自有品牌在市场营销中的作用，掌握制定实施产品品牌的相关原理，合理的实施自有产品战略，进行自我品牌的开发对于企业的发展有着重要的作用。那么如何实施企业的 自 有品牌开发呢？本文就以屈臣氏的自有品牌开发战略为基础，结合相关理论知识分析屈臣氏具体实施的自有品牌策略，对我国零售品牌展开研究提出合理的建议。文章结构上首先对自有品牌的相关概念及研究方法展开文献叙述，其次再通过以屈臣氏实施自有品牌战略分析，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，得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”。

目 录 1.研究自有品牌的现实意义及研究方法„„„„„„„„„„„„„„1 1.1研究自有品牌的现实意义„„„„„„„„„„„„„„„„„„1 1.2研究方法„„„„„„„„„„„„„„„„„„„„„„„„„1 2.自有品牌相关理论„„„„„„„„„„„„„„„„„„„„„„1 2.1自有品牌的定义„„„„„„„„„„„„„„„„„„„„„1-2 2.2零售业自有品牌的发展历程„„„„„„„„„„„„„„„„2-3 2.3零售业自有品牌的特点与内涵„„„„„„„„„„„„„„„„3 2.3.1零售业自有品牌的分类„„„„„„„„„„„„„„„„„3 2.3.2零售业的供应„„„„„„„„„„„„„„„„„„„„3-4 2.3.3零售业自有品牌的差异化„„„„„„„„„„„„„„„„4 3.屈臣氏实施品牌战略的分析„„„„„„„„„„„„„„„„„„4 3.1屈臣氏的发展现状„„„„„„„„„„„„„„„„„„„„4-5 3.2屈臣氏自有品牌战略独特成功之处„„„„„„„„„„„„„„5 3.2.1充分性„„„„„„„„„„„„„„„„„„„„„„„5-6 3.2.2必然性„„„„„„„„„„„„„„„„„„„„„„„6-8 4.我国零售业自有品牌战略研究„„„„„„„„„„„„„„„„„9 4.1我国零售业自有品牌现状„„„„„„„„„„„„„„„„„„9 4.2我国零售企业发展的不足„„„„„„„„„„„„„„„„„„9 5.结论和建议„„„„„„„„„„„„„„„„„„„„„„„„„10 6.参考文献„„„„„„„„„„„„„„„„„„„„„„„„„„11 正文 1. 研究自有品牌的现实意义及研究方法

1.1研究自有品牌的现实意义：

随着市场竞争的白热化，企业在寻求产品核心利益的差异化方面已显得力不

从心，塑造品牌，树立独特的品牌个性成为产品之间区别于其他竞争关系者产品的利器，进行有内涵的品牌营销是企业获得竞争优势的战略工具。 1.2研究方法：

本文基于采取马克思认识论分析与综合的科学分析法展开研究，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。本文的结构安排如下： 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。 2.自有品牌相关理论