摘要
通过立足大型综合超市自有品牌的顾客不同需求,以上海区域内大型综合超市的消费者为样本展开问卷调查,验证感知质量、商店印象、产品使用保障、超市促销模式、购买意愿实之间的内在联系,并提出由顾客需求出发的大型综合超市自有品牌的盈利战略,期望为大型综合超市自有品牌战略的构建和实施提供参考。
Building large-scale comprehensive private brand of supermarket is to meet different needs of customers.In this paper,a survey of consumers of large-scale comprehensive supermarkets in Shanghai region was launched,which aims to validate the perceived the intrinsic link among quality,store image,product protection,supermarket promotion model,the buying willing.Moreover,it proposes the profit strategy for large-scale comprehensive supermarkets based on customer demand for purposed of proving a reference on building and implementation of private brand strategy for the large-scale comprehensive supermarket.
出处
《工业工程与管理》
北大核心
2010年第4期117-123,共7页
Industrial Engineering and Management
基金
国家自然科学基金项目(70832002)
上海市教育发展基金会"晨光计划"项目(09CG62)
上海对外贸易学院国际物流与供应链管理学科建设项目(A-3201-09-002)
上海高校085工程知识创新项目(08509009)
关键词
大型综合超市
品牌
自有品牌
感知质量
large-scale comprehensive supermarket
brands
private brand
perceived quality
