自有品牌策略毕业论文

Currently the supermarket industry sales of own-brand goods, the retail chain enterprises are becoming the new trend of sales, will also in future become an important source of profit supermarkets. It is understood that supermarket own-brand products, mostly from several sources: self-made supermarket, supermarkets commissioned by the OEM production processing. Supermarket home-made food products by the impact of high gross margins, and some homemade food directly shelves, loss of small, relatively low transportation costs; supermarket commissioned by the OEM production process is relatively favor of a supermarket channels, not only in this way Save a large-scale production inputs, to "brand" enterprise idle production lines fully play its role. This paper from the point of view of retail stores, in the face of the current simple merchandise sales tended to become thin situation, the development of own-brand supermarket, on the one hand do not have to pay fees to use brand, on the other hand can also open up its market for supermarket goods . And the only way to the supermarket own-brand strategy and brand strategy for manufacturers to better integrate.

关于命题一楼已经给出了很多的参考，我就不说了，具体的主要还是要问问自己的导师。往往一个命题是要结合一些营销学的理论知识的。所以还是要好好地听取导师的意见。而社会实践报告不同的学校，不同的导师会在细节上与格式上有些微的差异。但大致上的内容是一致的。

At present the supermarket industry innate brand commodity's sale, is becoming the chain-like Retail business to sell the way the new tendency, also will become in the future the supermarket important profit origin. It is known that the supermarket innate brand product, mostly originates at present from several channels: The supermarket self-restraint, the supermarket processing deal paste the sign production. The supermarket home-made foods are been high its product's characteristic influence ratio of margin, the partial home-made foods can the direct top carriage, lose are small, the transportation cost is relatively low; The supermarket processing deal pastes the sign production is the present supermarket comparison being deeply in love one kind of channel, this way both has saved the large scale production investment, and causes “to paste the sign” the enterprise idle production line full display function. The present paper stands at the supermarket retail trade's angle analysis, hastens under obviously the thin situation facing the present pure realization of goods, supermarket development innate brand, on the one hand does not need to pay the brand working cost, on the other hand may also develop suits supermarket own market the commodity. And only then like this, the supermarket can the innate brand strategy and a manufacturer brand strategy better union.