题目:超市自有品牌的营销策略研究——以上海易初莲花超市正大广场店为例院系名称:专业班级:学生姓名:学号:指导教师:教师职称:摘要在西方发达国家对于超市自有品牌的研究已经有20多年的历史了,而且在实际应用中也取得了可观的经济效果。国际上许多知名的大型超市大都出售自有品牌商品。而在国内市场上,自有品牌却刚刚处于起步阶段,许多连锁超市还没有意识到自有品牌的价值,经营思想墨守成规,制约了连锁超市自有品牌的发展。本文以上海易初莲花超市正大广场店为实例分析,运用超市自有品牌的相关理论和SWOT分析法详细分析了上海易初莲花连锁超市有限公司发展自有品牌所面临的优势、劣势、机会和威胁,并且通过具体的调查问卷分析进而提出以下建议:(1)进行战略联盟的发展战略,即利用自身贴近顾客、渠道广泛的优势与一些中小生产商结成联盟,形成战略联盟,加快企业规模扩张速度,在最短时间内使企业步入国内同行业前列;(2)加大对自有品牌的促销宣传,从而提高消费者对超市自有品牌商品的认知度;(3)最后提出建立全面质量管理系统,以保证自有品牌商品的产品质量,进一步提高企业的竞争力关键词:超市自有品牌营销ITitleThemarketingstrategyofsupermarketprivatebrand——TakeYichulianhuaSupermarketofzhengdasquareasexampleAbstractThewesterndevelopedcountryhasahistoryofmorethan20yearstotheresearchoftheprivatebrandofthesupermarketandhasmadetheconsiderableeconomicresultinpracticalapplication..Therearemanyproductofprivatebrandininternationalsupermarket..Butininnermarket,alotofchainsupermarketshavenotrealizedthevalueoftheprivatebrandyet,themanagementphilosophystickstotheestablishedpractice,haverestrictedthedevelopmentoftheprivatebrandofsupermarketofchainofourcountry.ThethesisanalyzesthestatusofShanghaiYichulianhuaSupermarketasastudytarget.useofprivatbrandtheoryanalysisofSWOTanalysisofthedevelopmentofPBsupermarketfacingthestrengths,weaknesses,opportunitiesandthreatsofsupermarketPBdevelopmentstrategyandimplementationoptionsareanalyzed,andthroughspecificanalysisofthequestionnairesubmittedtothesupermarkettomakemarketingstrategy.(1).Theimplementationofthestrategicalliancestrategywithanumberofsmallandmedium-sizedproducersalliancetoformastrategicalliancetoacceleratetherateofexpansionofenterprisescale,intheshortestpossibletimesothatdomesticIIenterprisesintotheforefrontoftheindustry.(2).TostrengthenthemarketingpublicityhasinducedconsumerstobuyPBgoods.(3).Tobuildacomprehensivequalitymanagementsystemtoimprovethequalityofprivatebrandproducts,andenhancethecompetitivenessofenterprises.KeywordsSupermarketPrivatebrandMarketing目次1引言.............................................................11.1选题背景.......................................................11.2研究目的和意义.................................................21.3文献综述.......................................................31.4研究方法和内容.................................................42超市自有品牌营销的理论基础.......................................42.1自有品牌相关理论...............................................42.2战略分析——SWOT分析..........................................53超市企业自有品牌营销的影响因素分析...............................73.1超市自身条件对自有品牌营销的影响分析...........................73.2消费者对自有品牌营销的影响分析.................................83.3供应商对自有品牌营销的影响分析.................................94实例分析——以上海易初莲花超市正大广场店为例....................104.1易初莲花超市简介..............................................104.2易初莲花超市...