大型综合超市自有品牌战略的实证研究  

An Empirical Research on Private Brand Strategy of the Large-scale Comprehensive Supermarket

作　　者：洪江涛[1,2] 张杰 

机构地区：[1]复旦大学管理学院,上海200433 [2]上海对外贸易学院,上海201620 [3]百思买中国有限公司,上海200050

出　　处：《工业工程与管理》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)

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.

关 键 词：大型综合超市 品牌 自有品牌 感知质量 

分 类 号：F713.22[经济管理—产业经济]