大型连锁超市自有品牌营销策略研究内容摘要大型超市的未来发展方向是提升自有品牌在大型超市的占有率。以泰国的大型连锁超市自有品牌卜蜂莲花在中国为例，探索其存在的问题：思想观念上，自有品牌商品重视不够，在总商品的占有率不高：如自有品牌的种类比较少：自有品牌占销售总额比例低；自有品牌盈利能力低；自有品牌名称太过单一；发展自有品牌意识不强等。针对以上问题，从价格，渠道，促销，产品这几方面进行分析，得出结论：提出解决问题的对策。关键词：大型超市；自有品牌：现状；问题；对策Research on Marketing Strategy of Large ChainSupermarketsAbstractThe future development direction of large supermarkets is to increase the share of their ownbrands in large supermarkets.Take the large supermarket chain in Thailand's own brand Bu beelotus in China as an example to explore its existing problems:ideological,self-branded goods notenough attention,in the total share of goods is not high;such as the types of self-brands arerelatively small;self-brands account for a low proportion of total sales;self-brand profitability islow;self-brand names are too single;the development of self-brand awareness is not strong.Inview of the above problems,from the price,channel,promotion,product analysis,drawconclusions;put forward solutions to the problem.Keywords:large supermarkets;own brands;current situation;problems;countermeasures目录II(一)选题背景与研究意义12.研究意义1(二)国内外研究现状1.国外研究现状..22.国内研究现状.2…332.人才强企和科技相结合的趋势发展33.加强与现代化科技结合……4第二章理论基础与经验启示551.什么叫大型（连锁）超市52.什么是自有品牌(二)自有品牌的发展阶段5(三)大型超市自有品牌的战略意义63.充分利用企业信誉..64掌握更多的自主权65.提供更符合顾客需求的产品6第三章广东卜蜂莲花超市自有品牌发展现状与问题…7(一)发展现状(二)存在的问题..1.自有品牌的种类比较少82.自有品牌占销售总额比例低884.自有品牌名称太过单一85.发展自有品牌意识差96.品牌的开发与管理成本较高9(三)分析得出问题的原因.·91.品牌定位和结构不合理....92.自有品牌商品品类选择不科学93.质量监控不严…9