新零售背景下屈臣氏自有品牌的营销策略探究  

Research on Marketing Strategy of Watsons’Private Brand under the Background of New Retail

作　　者：梁丽君[1] 郑燕君 曾云 李玉儿 吴丹铌 LIANG Lijun;ZHENG Yanjun;ZENG Yun;LI Yu’er;WU Danni(Guangzhou Institute of Technology)

机构地区：[1]广州工程技术职业学院

出　　处：《中国商论》2021年第24期26-28,共3页China Journal of Commerce

基　　金：广东省教育科学规划课题:“互联网+”背景下高职财经类专业教育与创新创业教育深度融合研究与实践(2017GGXJK055)。

摘　　要：屈臣氏作为国内著名的美妆及保健产品零售连锁店,拥有2000多种自有品牌产品,自有品牌产品为屈臣氏贡献了相当高的销售利润。本文分析屈臣氏自有品牌目前的市场营销策略,所分析内容包括市场定位策略、产品策略、定价策略、促销策略以及全渠道营销模式,总结屈臣氏自有品牌的营销经验,为屈臣氏自有品牌未来的发展提供建议。Watsons,as a well-known cosmetics and health care product retail chain store in China,has more than 2,000 private-brand products,and its private-brand products have contributed very high sales profits to Watsons.This article analyzes the current marketing strategies of Watson’s own brand.The analyzed contents include market positioning strategy,product strategy,pricing strategy,promotion strategy and omni-channel marketing model.This paper summarizes Watson’s private brand marketing experience and provides suggestions for the development of Watson’s private brand in the future.

关 键 词：自有品牌 屈臣氏 零售企业 

分 类 号：F724.2[经济管理—产业经济]