【摘要】： 隨著經(jīng)濟(jì)全球化的發(fā)展,中國(guó)超市企業(yè)面臨著強(qiáng)大的外部沖擊;尋求新的利潤(rùn)增長(zhǎng)點(diǎn)、培育核心競(jìng)爭(zhēng)力是我國(guó)超市所面臨的共同問(wèn)題。要解決好這些問(wèn)題,實(shí)施自有品牌戰(zhàn)略,提升自有品牌商品形象就很有必要。 本研究以重百超市(北碚店)為個(gè)案,從理論和實(shí)證兩方面對(duì)超市企業(yè)自有品牌商品的形象進(jìn)行了以下研究。 首先,利用自編的具有較好信效度的“重百超市(北碚店)自有品牌商品形象調(diào)查問(wèn)卷”,從外部公眾對(duì)重百超市自有品牌商品形象的認(rèn)知、重百超市自有品牌商品的知名度、美譽(yù)度、消費(fèi)者品牌忠誠(chéng)、消費(fèi)者購(gòu)買(mǎi)傾向等方面入手,對(duì)重百超市自有品牌商品形象進(jìn)行了調(diào)查。 其次,在調(diào)查的基礎(chǔ)上發(fā)現(xiàn)了重百超市在自有品牌商品形象的以下問(wèn)題:商品的質(zhì)量有待提高、價(jià)格需做調(diào)整、包裝沒(méi)有特色、服務(wù)水平有待提升、以及重百超市自有品牌商品種類(lèi)單一、宣傳力度不足等等。 基于以上結(jié)論,本研究從形象學(xué)這一獨(dú)特的視角出發(fā),對(duì)自有品牌進(jìn)行了系統(tǒng)的分析,并對(duì)相關(guān)超市企業(yè)的自有品牌戰(zhàn)略提出了若干具有針對(duì)性的建議,以期在豐富自有品牌商品研究的同時(shí),讓重慶本土連鎖超市加強(qiáng)自有品牌的形象建設(shè),充分利用各種內(nèi)外資源,增強(qiáng)競(jìng)爭(zhēng)實(shí)力。本研究對(duì)于其它類(lèi)型的超市開(kāi)展自有品牌的形象塑造活動(dòng)也可能會(huì)有一定的借鑒作用。
[Abstract]:With the development of economic globalization, Chinese supermarket enterprises are facing a strong external impact, seeking new profit growth points and cultivating core competitiveness are the common problems faced by Chinese supermarkets. In order to solve these problems, it is necessary to implement the strategy of private brand and promote the image of self-brand goods. This study takes Beibei supermarket as a case, and makes the following research on the image of supermarket enterprise's own brand goods from both theoretical and empirical aspects. First of all, by using the self-compiled questionnaire on the Brand Commodity Image of Beibei supermarket (Beibei Store), which has good reliability and validity, from the outside public's cognition to the self-brand commodity image of Zhongbai supermarket, and the reputation of the self-brand commodity in Zhongbai supermarket, The reputation, brand loyalty and purchasing tendency of consumers are investigated. Secondly, on the basis of the investigation, we have found the following problems in the image of Zhongbai supermarket: the quality of the goods needs to be improved, the prices need to be adjusted, the packaging has no characteristics, and the service level needs to be improved. As well as the heavy hundred supermarket own brand commodity type single, the propaganda dynamics is insufficient and so on. Based on the above conclusion, this study has carried on the systematic analysis to the own brand from this unique angle of view of the image science, and has put forward some pertinent suggestions to the related supermarket enterprise's own brand strategy. In order to enrich the study of private brand commodities, let the local supermarket chain in Chongqing strengthen the image construction of its own brand, make full use of all kinds of internal and external resources, enhance the competitive strength. This study may also be useful for other supermarkets to develop their own brand image-building activities.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F721

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