毕业论文：中国零售企业自有品牌发展前景及可行性分析

大学学士学位论文
中国零售企业自有品牌发展前景及可行性分析
专业：市场营销
学院：工商管理学院

摘要

中国零售企业从2011年就开始面临着高成本、高竞争、资源垄断、低回报、难扩张等难题。并且零售企业的回报率越来越低，成本缺越来越高，因此很难扩张。除了以上困难与压力，未来的五到十年，零售业将迎来门店、物业租赁大批到期，续租成本上涨，租金甚至将达到30%-50%的增长速度。目前，我国80%以上的零售企业管理粗放，50%以上的零售企业资金短缺，零售企业管理层整体的素质水平不高，不能满足跨区域、_性市场的扩张需求，不能有效利用规模经济降低成本、提高效益，盈利模式简单、低端，而业内普遍流行的收取通道费的盈利模式降低了企业的盈利能力及控制流通渠道的实力，我国零售百强排名前5名的企业销售额之和不足沃尔玛营业额的5%。
零售行业面临严峻的考验，面对越来越激烈的竞争，为了提升企业的竞争力提高收益和发展差异化经营，国内外部分零售企业已经举起了自有品牌的旗帜，改变现有经营模式，提高市场占有率。自有品牌是零售企业发展到一定程度必要的经营战略。自有品牌商品是零售企业参与设计、生产、销售，降低了商品成本、销售有企业特色商品，增加了企业利润，也提高了顾客忠诚度。
然而在中国这个世界制造工厂，零售企业的自有品牌发展缓慢，仍处在尝试阶段，在认知和实际操作中也存在一定的误区。我国零售企业自有品牌在整体的销售产品中所占比例很小，与国外零售业存在很大差距，但从长远角度来看，大型零售业自有品牌发展潜力巨大。目前发展现状是，规模小、业态单一（主要针对大卖场和超市）、产品单一（服装、食品
……（新文秘网https://www.wm114.cn省略1098字，正式会员可完整阅读）……　
to reduce costs and improve efficiency, simple, low-end profit model, the profit model prevalent in the industry charge slotting allowances reduced corporate profitability and the strength of distribution channels, Chinas top 100 retail top five corporate sales and 5% of the turnover of less than Wal-Mart.
The retail industry is facing a severe test, the face of increasingly fierce competition, in order to enhance the competitiveness of enterprises to improve the income and development of differences in management, some domestic and foreign retail enterprises has raised the banner of its own brand, to change the e*isting business model , increase market share. Own-brand retail enterprise development to a certain e*tent necessary business strategy. Own-brand goods retail enterprises involved in the design, production, sales, reducing the cost of goods, sales of enterprise characteristics of goods, an increase of corporate profits, but also improve customer loyalty.
However, in China, the worlds manufacturing plants, retail enterprises own brand slow development is still in the trial stage, there are some errors in the cognitive and practical. Own brand of retail enterprises in China have a very small percentage of overall sales of products, there is a big gap with foreign retail, but the long-term perspective, large-scale retail development of its own brand has great potential. The current development status, small-scale, single format (major hypermarkets and supermarkets), a single product (clothing, food), retailers the regulatory capacity of the production enterprises is not high. Our local retailers If you want to create in the development of its own brand profit margins, there is still a long way to go.
This article references the research of scholars at home and abroad on its own brand, combined with their own point of view, the narrative from the five parts, the first part, the research background, significance; second part of the concept of own brand and private label features advantage; fifth part of the third part of the domestic and foreign retail enterprises own brand Research and development status; fourth part of the study is the development of its own brand of factors restricting the Chinese retail enterprises; main reasons for the slow development of retail enterprises to make recommendations and strategies.
Keywords: own bran ……（未完，全文共12963字，当前仅显示3084字，请阅读下面提示信息。收藏《毕业论文：中国零售企业自有品牌发展前景及可行性分析》）