I大型连锁超市自有品牌营销策略研究内 容 摘 要大型超市的未来发展方向是提升自有品牌在大型超市的占有率。以泰国的大型连锁超市自有品牌卜蜂莲花在中国为例，探索其存在的问题：思想观念上，自有品牌商品重视不够，在总商品的占有率不高；如自有品牌的种类比较少；自有品牌占销售总额比例低；自有品牌盈利能力低；自有品牌名称太过单一；发展自有品牌意识不强等。针对以上问题，从价格，渠道，促销，产品这几方面进行分析，得出结论；提出解决问题的对策。 关键词：大型超市；自有品牌；现状；问题；对策IIResearch on Marketing Strategy of Large Chain SupermarketsAbstractThe future development direction of large supermarkets is to increase the share of their own brands in large supermarkets. Take the large supermarket chain in Thailand's own brand Bu bee lotus in China as an example to explore its existing problems: ideological, self-branded goods not enough attention, in the total share of goods is not high; such as the types of self-brands are relatively small; self-brands account for a low proportion of total sales; self-brand profitability is low; self-brand names are too single; the development of self-brand awareness is not strong. In view of the above problems, from the price, channel, promotion, product analysis, draw conclusions; put forward solutions to the problem.Keywords: large supermarkets; own brands; current situation; problems; countermeasures目 录内 容 摘 要.........................................................IAbstract...........................................................II第一章 绪 论........................................................1（一）选题背景与研究意义........................................11.选题背景...................................................12.研究意义...................................................1（二）国内外研究现状............................................11.国外研究现状...........................................
