株洲华润万家自有品牌经营现状及对策分析  

Analysis on the Management Status and Countermeasure for Private Brand in Zhuzhou Vanguard

作　　者：颜泳红[1] 张璐[1] 童译萱 

机构地区：[1]湖南工业大学商学院,湖南株洲412008

出　　处：《湖南工业大学学报（社会科学版）》2015年第3期34-39,共6页Journal of Hunan University of Technology(Social Science Edition)

摘　　要：运用自有品牌管理的相关理论,对株洲华润万家从与自有品牌相关的商场内部数据以及消费者外部数据两方面进行调查,发现株洲华润万家超市在自有品牌建设上存在自有品牌产品比重低、价格定位不科学、质量参差不齐等亟待解决的问题。应努力维护超市声誉,扩大品牌知名度;树立"顾客导向"的品牌观念,及时沟通获取产品研发信息;制定合适的价格策略,走出低价误区;慎重选择供应商,提高自有品牌产品的质量;注重产品开发创新,构建差异化经营特色等解决对策。In view of theories relating to private brand management,as well as investigations of both the interior data of the chain and the exterior data of the consumers,there are some problems relating to private brand existing in Zhuzhou Vanguard,such as： the proportionof PB products is quite small; the price is unreasonably fixed; the quality can hardly be ensured and so on. Accordingly,we should take the following countermeasures,maintaining the reputation of the supermarketand and enhancing the brand recognition; focusing on the needs of consumers and keeping up with the R＆D information of the products; adopting suitable price strategy and avoiding the single low- price way; choosing the suppliers cautiously and improving the quality of PB products; emphasizing on the innovation and carrying out the differentiated marketing strategy.

关 键 词：自有品牌 零售企业 华润万家 

分 类 号：F713.32[经济管理—产业经济]