我國零售企業(yè)自有品牌戰(zhàn)略的制定與實施研究.pdf

1、華僑大學碩士學位論文我國零售企業(yè)自有品牌戰(zhàn)略的制定與實施研究姓名：王燕申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：陳克明20090501華僑大學 2009 屆碩士學位論文 我國零售企業(yè)自有品牌戰(zhàn)略的制定與實施研究 IIAbstract The brand，which is a great competitive advantages for the developed countries retail enterpr

2、ises, has become a significant profit growth in retail industry . In our country, while development in recent years the brand has attracted some retail business, but our retail enterprises are only at an early stage on i

3、mplementing the private brand strategy. This article is mainly targeted at the retail industry in particular, on whether we should implement private brand, which conditions of PB we have and how to develop and implement

4、PB strategy. This text totally is divided into six chapters. In chapter 1,it is a textual research overview, and it is summing up the domestic and foreign research on PB. In chapter 2, it is an overview on retail industr

5、y and private brand, and it is an analysis to the development condition of retail enterprises in our country. In chapter 3, it is feasibility and necessary conditions for PB strategy in Chinese retail enterprises, the st

6、arting point is the gap in the implementation of PB strategy between the domestic and foreign, then it arrives at a conclusion about the necessary conditions of PB strategy through the analysis of the benefits of PB stra

7、tegy for retail enterprises in our country; probabilities or the basic requirements to develop PB strategy for retail enterprises in our country are derived from the conditions to get these benefits; the significance to

8、develop PB strategy for some retail enterprises in our country are deduced from the second analysis of the reality of Chinese retail industry; the basic features of retail industry modernization are derived from analysis

9、 to the necessary conditions of developing PB strategy, and it is put forward that implementing PB strategy is one of the critical paths to retail industry modernization. In chapter 4,it deals with how to establish and i