摘要
自有品牌战略是零售经营行业的一次大变革,在很大程度上反映一家大型超市的竞争力,是衡量超市竞争力不可或缺的标志。例如,作为山西最大的超市集团,美特好在竞争日益激烈的山西市场上受到了如沃尔玛、家乐福等国际品牌的强烈冲击,为避免低水平竞争,积极发展自有品牌成为其当务之急。本文以美特好集团为例,研究了大型零售商创建自有品牌的相关营销策略,以期为国内大型超市进一步做好自有品牌定位、树立良好的品牌形象,从而为进一步提高可持续竞争能力提供有益的参考。
Private Brands,as a huge revolution in retail industry,is to a great extent a reflection and an indispensable measure of competitive power of a large- scaled supermarket. As the biggest supermarket group in Shanxi,Meet- All corporation,massively shocked by international brands like Wal- Mart or Carrefour in the increasing highly competitive market of Shanxi,positively develops its private brands to evade low- level competition and become a province- level large- scaled supermarket. The paper,taking Meet- All group as an example,researches on the marketing strategies related to creation of private brands in large- scaled retailers,with the expectation that a helpful reference thought can be offered to assist Chinese large- scaled supermarkets to further improve private brand positioning,set up great brand images,and further strengthen their sustainable competitive force.
出处
《山西财政税务专科学校学报》
2015年第6期57-60,共4页
Journal of Shanxi Finance & Taxation College
关键词
大型超市
自有品牌
营销
large-scaled supermarket
Private Brands
marketing
