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摘要：中国经济的快速增长以及消费水平大幅增长吸引了众多跨国零售企业抢占中国零售市场。尤其是中国加入WTO以后，按照WTO协议，全面开放零售市场，中国的零售企业受到极大的冲击。外资零售企业在对中国市场进行争夺的过程中，特别注重品牌战略，注重发挥知名品牌的优势，并把打造自己的品牌作为一个重要手段。各大外资零售巨头店在中国的业务，几乎无一例外地实施自己的品牌战略，如家乐福，沃尔玛，麦德龙等。40128
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零售商发展自有品牌，不仅可以利用自身的渠道优势，降低成本，提高利润，增强在市场上的支配地位和控制地位，也有助于升零售商的品牌形象，培养客户对店铺的忠诚度。今天，商品日益同质化，自有品牌已经成为一个强大的工具，在国内的零售企业中也越来越受到重视，使得对零售企业自有品牌的研究具有重要的理论和现实意义。相比于其他国家，我国零售企业自有品牌的发展目前还只是处于起步阶段，无论是零售企业，理论界或者是普通消费者对自有品牌的认知还处于基础的程度，零售商缺乏操作经验，在知名度和经济效益上还有很大差距。
本文结合前人的研究成果，对打造我国零售企业自有品牌的策略进行简单的探讨。本文以零售企业为研究对象，对我国零售企业自有品牌发展的现状进行了研究，在此基础上提出一些建议。首先，对实施自有品牌策略的背景和意义进行了分析，总结了其他学者研究理论的成果，明确了零售企业的定义，自有品牌的相关含义和特点，简单介绍了零售企业自有品牌的发展历程，同时也分析了我国零售企业开发自有品牌的可行性及必须要满足的条件，接下来重点分析了我国零售企业自有品牌的现状及其在发展过程中存在的一些问题，最后提出解决措施。
毕业论文关键词：零售企业 自有品牌 现状 策略
Study on the Construction of Our Private Brand of Retail Enterprises
Abstract: The rapid growth of Chinese economy and the substantial growth in consumption levels have attracted many multinational retail enterprises to seize the Chinese retail market. Especially after China's accession to WTO, in accordance with the WTO agreement, the full liberalization of the retail market, China's retail business has suffered declines. Foreign retail enterprises in the competition for the Chinese market, in particular focusing on brand strategy, pay attention to the advantage of well-known brands, and to build their own brand as an important tool. Major foreign retail giants store business in China, almost without exception, to implement their own brand strategy, such as Carrefour, Wal-Mart, Metro and other.
Retailers develop its own brand, not only can use its own channel advantages, reduce costs, increase profits, enhance and control the position of dominance in the market, but also help lift the retailer's brand image, customer loyalty to the store. Today, the growing homogenization of goods, its own brand has become a powerful tool in the domestic retail enterprises and gets more attention, so that the study on the construction of our private brand of retail enterprise has important theoretical and practical significance. Compared to other countries, China's own brand of retail business development is still in its infancy, whether it is retail business, theorists or the average consumer to own brand awareness is still at the foundation level, retailers lack operation experience in the visibility and economic benefits far behind.
In this paper, results of previous studies, the analysis of large foreign retail enterprises to create its own brand of successful experience to build our own brand of retail business strategy simple discussion. In this paper, retail companies for the study, the status of development of own-brand retail enterprises were studied, put forward some proposals on this basis. First, the background and significance of own-brand strategy implementation were analyzed and summarized the results of theoretical research of other scholars, a clear definition of the retail business, meaning its own brand and related characteristics, briefly introduced its own brand of retail business the development process, but also analyzes the feasibility and the conditions that must be met to develop its own brand of retail business, the next question focuses on a number of own-brand retail business status quo and existing in the development process. The last part is solutions.