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1、 中国大型综合超市自有品牌开发问题的研究 作 者 院 系 专 业 年 级 学 号 指导教师 答辩日期 成 绩 10内 容 提 要随着经济的发展，人民生活质量的不断提高，中国已经成为一个具有极大发展潜力的消费市场。零售业态规模不断扩大，大型综合超市因其独特的营销方式和建筑空间，迎合了现代人生活节奏和心理需求，已经成为城镇居民购物的主要场所。市场经济已超越产品经济阶段进入品牌竞争时代，创建和发展自有品牌成为大型综合超市维持竞争优势的必然选择。在竞争日趋激烈且同质化日益严重的中国市场上，创建和培育自有品牌成为大型综合超市实施差异化战略，保持竞争优势的有力武器。但我国大型综合超市自有品牌开发还处在初级
2、阶段,在开发的过程中还存在一些问题，只有采取合理的自有品牌开发策略，才能使自有品牌成为大型综合超市的巨大赢利点。本论文以大型综合超市为研究对象，针对当前大型综合超市的自有品牌开发问题进行了初步的探究。主要分为五部分：第一部分从对大型综合超市的分析入手，对大型综合超市的概念、主要特征、营业形式及其在中国的发展现状进行分析，总结出大型综合超市将是零售业发展的必然趋势；第二部分对自有品牌的概念、分类做了简单介绍，重点分析了目前自有品牌在中国的发展现状；第三部分从中外大型综合超市自有品牌的对比、自有品牌独特的竞争优势、大型综合超市在发展自有品牌中存在的问题三个方面进行了中国大型综合超市自有品牌开发的形
3、势分析，得出大型综合超市自有品牌开发的必要性的结论。第四部分针对大型综合超市在开发自有品牌中存在的问题，提出了建议及其开发策略。第五部分在前文分析、论述的基础上总结出中国大型综合超市开发自有品牌是大势所趋，只有采取合理的自有品牌开发策略才能在激烈的市场竞争中获取胜利的结论。关键词：大型综合超市 自有品牌开发 开发策略 AbstractWith economic development, people constantly improve the quality of life, China has become a great development potential of the cons
4、umer market. Retail Trade have been expanding, large-scale comprehensive supermarkets because of their unique marketing and building space to cater to the rhythm of modern life and psychological needs of urban residents has become the main shopping places. The market economy has entered the stage of
5、 the products of economic brand competition the creation and development of own-brand large-scale comprehensive supermarkets maintains a competitive advantage in the inevitable choice. In an increasingly competitive and growing homogenization of the Chinese market, to create and nurture its own bran
6、d to become large-scale comprehensive supermarkets differences in the implementation of the strategy, and maintain a powerful weapon for competitive advantage. But China large-scale comprehensive development of supermarket own-brand still at the initial stage, in the process of developing some probl
7、ems still exist, only to take reasonable own-brand development strategy, to make its own brand to become large-scale comprehensive supermarkets, the enormous profit. This paper to large-scale comprehensive supermarkets for the study, large-scale comprehensive view of the current supermarket own bran
8、d development issues a preliminary Inquiry. Is divided into five main parts: the first part from the large-scale comprehensive supermarkets start with the analysis of the concept of large-scale comprehensive supermarkets, and major features, business forms and its development in China the status quo
9、 analysis, summed up large-scale comprehensive supermarkets will be the development of the retail industry An inevitable trend in the second part of the concept of private label, do a simple classification, the current focus of its own brand in China development status of the third part from the Chi
10、nese and foreign large-scale comprehensive supermarkets own brand of contrast, its own unique brand The competitive advantages of large-scale comprehensive development of own-brand supermarket in the problems that exist in three aspects of China large-scale comprehensive development of supermarket o
11、wn-brand analysis of the situation, that large-scale comprehensive development of supermarket own-brand the need for the conclusion. Part IV for large-scale comprehensive supermarkets in the development of its own brand of the existing problems, made recommendations and its development strategy. Par
12、t V of the previous text, on the basis of summing up China's large-scale comprehensive supermarkets to develop its own brand is the trend of the times, only to take reasonable strategy to develop its own brand in the fierce competition in the market access victory in the conclusion.Key words: La
13、rge-scale comprehensive development of supermarket own-brand development strategy 目 录一、大型综合超市概述1（一）超市的产生及业态模式1（二）大型综合超市的产生及主要特征2 （三）中国大型综合超市的营业形式2（四）大型综合超市在中国的产生及发展3二、自有品牌概述.4（一）自有品牌的概念4（二）自有品牌的分类.4（三）自有品牌在中国的发展现状4三、中国大型综合超市自有品牌开发的形势分析5（一）开发自有品牌是大型综合超市发展的必然趋势5（二）大型综合超市自有品牌开发存在的问题6四、中国大型综合超市自有品牌的开发策略7（一）中国大型综合超市在自有品牌开发中应注意的问题7（二）大型综合超市自有品牌开发策略8（三）中国大型综合超市自有品牌开发策略的方式9五、结束语.10参考文献10 中国大型综合超市自由品牌开发问题的研究 一、大型综合超市概述（一）超市的产生及业态模式1.超市
