自有品牌与合资品牌营销策略对比分析研究 市场营销专业VIP免费

摘要摘要品牌是一种错综复杂的象征，它是品牌属性、名称、包装、价格、历史声誉、广告方式的无形总和。近年来，随着零售企业发展壮大，许多的零售商开始建立与推广传播自有品牌，也就是零售商们在销售和制造商的品牌同时，也在销售自有品牌产品。与制造商的品牌相比，自有品牌发展比较成熟。然而，零售商的自有品牌也面临着自有产品品类稀少、对自己实力估计不足盲目跟风、发展思路不明晰专业人才匮乏、货源风险等问题。本文运用文献法、案例分析法进行研究，要解决这些问题，首先要选择好供应商，对产品质量进行掌控，对品牌形象进行设计和传播，建立品牌的知名度和认知度和客户的忠诚度。通过对九头崖集团案例的分析，可以为今日自有品牌的发展带来启示。关键词：自有品牌，品牌策略，发展，IAbstractAbstractThebrandisasymbolofthecomplicated,itisthesumofthebrandattributes,name,packaging,price,history,reputation,advertisingtheinvisible.Inrecentyears,withretailenterprisestogrow,manyretailersbegantoestablishandpromotethedisseminationofitsownbrand,thatis,retailersinsalesandmanufacturer'sbrandatthesametime,alsosellsitsownbrandproducts.Comparedwiththemanufacturer'sbrand,ownbranddevelopmentismoremature.However,theretailer'sownbrandisalsofacingararecategoryofitsownproducts,estimatedthatlessthanblindlyfollowthetrendoftheirownstrength,developmentofideasisnotclear,lackofprofessionalpersonnel,supplyriskandotherissues.Inthispaper,theliterature,caseanalysis,tosolvetheseproblems,wemustfirstselectagoodsupplier,productqualitycontrol,designanddisseminationofthebrandimage,brandawarenessandrecognitionandcustomerloyalty.NineCliffGroupcaseanalysis,theinspirationforthedevelopmentofownbrand.KeyWords：Itsownbrand,brandstrategy,development,II目录目录第1章绪言.........................................................11.1研究背景....................................................11.2研究方法....................................................2第2章品牌概述.....................................................32.1品牌的内涵..................................................32.2品牌的特性..................................................32.3特点........................................................32.4分类........................................................43.1自身实力估计不足与盲目跟风..................................53.2自有品牌产品品类稀少........................................53.3供应商选择不当导致产品质量控制不严..........................63.4专业性人才储备不足以至陷入人力资源瓶颈......................63.5对自有品牌缺乏系统的创建思路................................6第4章自有品牌的策略建议...........................................84.1自有品牌创立阶段实施对策....................................84.2供应商选择策略..............................................84.3自有品牌质量的控制..........................................84.4自有品牌形象的设计..........................................94.4.1商店名称命名..............................................94.4.2联想命名策略..............................................94.4.3统一品牌策略..............................................94.5自有品牌形象的传播..........................................94.6自有品牌的促销.............................................104.7建立品牌知名度.............................................114.7.1标新立异.................................................114.7.2采用口号.................................................114.7.3展示符号....................................................