I 研 究 生：阮梦洁签 名： 指导教师：赵立雨 副教授 签 名： 摘要 随着经济全球化趋势的加深，市场化经济不断推进，我国零售企业面临的竞争日益激 烈。一方面是国际市场上零售巨头的冲击，另一方面是我国零售企业之间的竞争，各企业 产品同质化程度高，竞争者数量多，这都促使零售企业另辟蹊径，提升自身竞争力和市场 份额。工业革命以后，零售企业自有品牌份额逐步上升，成为零售企业竞争的主流。国外 零售企业自有品牌研究起步早，范围全面。国内研究较晚，尚不成熟。以成熟的零售品牌 的发展经验为借鉴，为国内零售企业自主品牌发展提供指导。在这样的现实与理论背景下， 以屈臣氏为例来对其自有品牌产品策略研究对内地零售企业均有现实指导意义。 本文分为六个章节。第一章为绪论，介绍了研究背景与研究意义，并通过对国内外学 者研究做综述，并对研究内容与研究方法进行介绍。第二章为相关概述与理论基础。介绍 自有品牌相关理论，包括STP理论，市场营销理论为后面章节分析屈臣氏营销策略做理 论铺垫。第三章以屈臣氏为例，首先介绍屈臣氏的公司背景，接着进行屈臣氏目前自有品 牌产品策略的分析。以屈臣氏面临的行业环境为切入点，以问卷调查的形式展现屈臣氏自 有品牌产品的发展现状，从客户认可度，品牌美誉度和客户忠实度等多个维度进行阐述， 分析总结出目前屈臣氏自有品牌产品发展带来的优势和面临的问题，包括屈臣氏自有品牌 认知度和认可度不高，产品质量把控不严，品牌维护力度不够，替代性企业威胁较大，市 场定位不明确，专业人员流失，员工素质参差不齐等问题。第四章对屈臣氏目标市场和目 标群体多维度的分析得出屈臣氏适合采用差异化营销策略并分析其自有品牌市场定位。第 五章针对屈臣氏自有品牌产品策略问题提出相应改进方案，从产品本身，价格水平，销售 渠道，促销方式，服务管理，用户体验，创意机制几个方面展开论述。第六章对本文做了 总结，以及不足之处。 最后得出结论，我国零售企业发展自有品牌是应对当前竞争激烈的市场环境，提升自 身竞争力，提高市场占比，提高市场份额和利润空间行之有效的方式，但是大多零售企业 采取自有品牌策略还存在某些不成熟的问题，需要在实践过程中不断调整与优化，要赋予 品牌实际内涵，增加客户认可度和黏性，产品促销和品牌管理都不可放松。 【关 键 词】零售企业；自有品牌；屈臣氏；营销策略 【论文类型】应用研究 论文题目：屈臣氏自有品牌产品营销策略研究 学科名称：工商管理硕士 Abstract II Signature: Signature: Abstract With the deepening of economic globalization and the continuous advancement of a market-oriented economy, the Chinese retailers are facing increasingly fierce competitions,with both the international retailing giants and their Chinese counterparts. They are large in number and their products are highly homogeneous, which prompts themselves to find new ways to enhance their competitiveness and market share.After the Industrial Revolution,retailers with their own brands have gradually increased, and the brand competition has become the mainstream for retailers. While the research on foreign retailers’ own brands starts early and provides mass coverage, the domestic brand research is relatively lagged behind and immature, and it draws on foreign experience to provide guidance for Chinese retailers to develop their own brands. In such context of reality and theory, it’s of practical significance for domestic retailers to take Watsons as an example to study brand strategies. This thesis is divided into six chapters. The first chapter is the introduction, which introduces the research background and significance, as well as the research content and methods by summarizing domestic and foreign researches. The second chapter describes related overviews and theories on own brands, including STP theory and marketing theory, to lay a theoretical base for the analysis of Watsons’ marketing strategies in the following chapters. The third chapter takes Watsons as an example, introduces its background and analyzes its current own brand strategies. Taking the industry environment facing Watsons as the pointcut, this chapter uses questionnaires to show the current developments of Watsons’ own brands from such dimensions as customer recognition, brand reputation and customer loyalty. It learns that Watsons own brands have both strengths and weakness, including low cognition and recognition, inadequate product quality control, insufficient brand maintenance, greater threat from alternative companies, unclear market positioning, loss of professionals, uneven staff Name：Mengjie R uan Supervisor：Prof. Liyu Z hao Title: Research on marketing strategyof Watsons’private brand products Major：Master of Business Administration 西安理工大学工商管理硕士专业学位论文 III quality, etc. The fourth chapter studies Watsons’ target market and customer from many perspectives and shows that Watsons should adopt differentiated marketing strategies and analyze the market positioning of its own brands. The fifth chapter puts forward corresponding solutions to the problems of Watsons’ own brand strategies from product, price, sales channels, promotion methods and service management. The sixth chapter summarizes this article and its shortcomings. It is concluded that to develop own brands is an effective way for Chinese retailers to respond to the current fiercely competitive market, enhance their competitiveness, market share and profit margins. However, most retailers’ own brand strategies are still immature on certain issues, which need to be continuously adjusted and optimized in practice. Retailers need to give brands practical connotation, increase customer recognition and stickiness, and strengthen product promotion and brand management. [Key Words] Retailers; Own Brands; Watsons; marketing strategy [Type of Thesis] Applied Research 目 录 1 目 录 1绪论 ................ 1 1.1研究的背景及意义 ................ 1 1.1.1研究背景 ......................... 1 1.1.2研究意义 ......................... 1 1.2国内外研究综述 .................... 2 1.2.1国外研究综述 ................. 2 1.2.2国内研究综述 ................. 3 1.2.3文献述评 ......................... 4 1.3研究的内容与方法 ................ 4 1.3.1研究内容 ......................... 4 1.3.2研究方法 ......................... 6 2相关概述与理论基础 ................... 7 2.1品牌相关概念 ........................ 7 2.1.1品牌的含义 ..................... 7 2.1.2零售企业自有品牌的含义 ............................ 7 2.2零售企业自有品牌的发展及其特点 ................... 7 2.2.1零售企业自有品牌的发展 ............................ 7 2.2.2零售企业自有品牌的特点 ............................ 8 2.3 STP营销理论 ........................ 8 2.3.1市场细分 ......................... 8 2.3.2目标市场选择 ................. 9 2.3.3市场定位 ......................... 9 2.4市场营销理论基础 ................ 9 2.4.1 4P营销理论 .................... 9 2.4.2 4C营销理论 ................. 10 2.4.3 4R营销理论 ................. 10 3屈臣氏自有品牌发展现状及存在的问题 ................ 11 3.1公司简介 .............................. 11 3.2同行业市场环境分析 .......... 11 3.2.1本行业竞争企业 ........... 11 3.2.2新进入者 ....................... 12 3.2.3同行的效仿与竞争 ....... 13 西安理工大学工商管理硕士专业学位论文 2 3.2.4消费者的购物思维 ....... 13 3.2.5供货商的优势 ............... 14 3.3发展现状分析 ...................... 14 3.3.1消费者对屈臣氏自有品牌认可度分析 ...... 14 3.3.2产品特性的调查 ........... 17 3.3.3自有品牌的优势 ........... 21 3.4屈臣氏自有品牌发展存在的问题 ..................... 23 3.4.1自有品牌的认知度及认可度总体不高 ...... 23 3.4.2替代型企业的威胁 ....... 23 3.4.3产品质量和品牌管理问题 .......................... 24 3.4.4市场定位问题 ............... 25 3.4.5人力资源问题 ............... 25 3.4.6商品营销手段的问题 ... 26 4屈臣氏自有品牌产品的市场定位 ........................... 27 4.1屈臣氏自有品牌市场细分 .. 27 4.1.1按消费者性别进行市场细分 ...................... 27 4.1.2按消费者年龄进行市场细分 ...................... 28 4.1.3按照消费者购买动机划分 .......................... 29 4.1.4按照消费者月收入水平划分 ...................... 31 4.2屈臣氏自有品牌目标市场选择 ......................... 31 4.2.1目标市场的选择的依据 .............................. 31 4.2.2目标市场的选择策略 ... 32 4.3屈臣氏自有品牌产品市场定位 ......................... 34 5屈臣氏自有品牌产品营销策略改进 ....................... 36 5.1优化产品结构组合，注重产品摆放包装 ......... 36 5.1.1