1、 1 编号 毕 业 论 文毕 业 论 文 题 目 零售业自有品牌的营销策略 研究 学生姓名 学 号 系 部 管理系 专 业 市场营销 班 级 指导教师 二一二年六月 2 零售业自有品牌的营销策略研究 摘 要 在面对市场激烈的竞争过程中，企业发展自有品牌成了企业在竞争中的有利武器。虽然 在发展过程中会存在一定问题，但是企业已经具有了条件，并且要在市场竞争中获得更大的 利润，发展自有品牌是当务之急。 本文阐述了零售商创建自有品牌的条件，对我国零售业实施自有品牌的困难与障碍进行 了较为深入的分析，认为应该在扩大零售商的规模，增强零售商的实力，进行准确的市场定 位，正确选择自有品牌的营销组合策略，选择
2、适当的伙伴厂商，缔结产销联盟等多方面进行 努力，加强零售商自有品牌的创建。 关键词：零售商，自有品牌，营销策略 3 Retail sales of own brand marketing strategy research Abstract In the face of intense market competition, and the development of the enterprise in the process from a brand into the enterprise in a competitive advantage. While in the process o
3、f development is a problem, but the company has had the condition, and you want to compete in this market for a greater profit, development of self-branding is a top priority. This article elaborated the retail merchant founds the innate brand the condition, implemented the innate brand to our count
4、ry retail trade the difficulty and the barrier has carried on a more thorough analysis, thought should in the expanded retail merchants scale, the enhancement retail merchants strength, carry on the accurate market localization, the correct choice innate brand marketing combination strategy, chose the suitable partner manufacturer, concluded the production and marketing alliance and so on to carry on variously diligently, enhancement retail merchant innate brand foundation
