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摘要：近几年，随着零售业态的创新和发展，零售商和制造商之间、零售商和零售商之间的竞争日趋激烈。此时作为一种产品品牌策略，自有品牌开发在发展中受到了零售企业的高度重视，并且在零售企业占领市场份额中发挥着不可替代的作用。其中最具代表性的就是沃尔玛凭借其自身良好的信誉、品质的保证、价格的优势和精确的品牌定位获得了自有品牌发展的巨大成功，形成了其核心竞争力。32249
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本文主要采用了文献研究法，通过大量研读国内外专家学者的相关研究文献，借鉴了文章中的相关思路和观点，以沃尔玛在中国的发展为例，归纳整理出零售商自有品牌的基本理论、发展现状和发展战略。零售企业要想在激烈的零售市场中脱颖而出，得到消费者的青睐，获得更高的利润和可持续的发展，就必须强化品牌意识，大力发展自有品牌这一战略武器。在当今零售业竞争激烈的大背景下，发展零售商自有品牌必将大有可为。
毕业论文关键词：零售商 自有品牌 策略分析 沃尔玛
Strategy Research on the development of retailers’ own brand, taking WAL-MART’s implement in China as an example
Abstract: As the innovation and development of retail industry in recent years, the relationship between retailers and manufacturers, retailers and retailers have been more and more competitive. Therefore, as a brand strategy of product, the development of private brand draws high attention from retail business and plays a very important role in the market shares of retail business. And by its well-deserved reputation, quality assurance, price advantage, and exact brand positioning, WAL-MART makes its private brand a big success and forms its core competitiveness, which is one of the most representative example of private brand’s development.
By reading lots of related research literatures written by experts home and abroad, and using their views for reference, I mainly use literature research method to write this paper. And taking WAL-MART’s development in China as an example, I’ll summarize the basic theory, current situation and developing strategy of retailer’s private brands. And In order to be outstanding in this competitive retailing market environment, gain good reputation from customers, get higher profit and realize sustainable development, retail business must reinforce brand awareness and make private brand a developing strategy. And in this competitive environment of retail industry, retail business which develops its private brand will have a big harvest in the future.
Key Words：retailers,Private Brand,strategy research,WAL-MART
目 录
一、 绪论 1
（一）研究背景 1
（二）研究意义 1
（三）文献综述 2
二、 基本理论 3
（一）零售商自有品牌的含义 3
（二）零售商发展自有品牌的意义 3
三、 零售商实施自有品牌的可行性分析 4
（一）促进因素 5
（二）阻碍因素 5
四、 零售商自有品牌的发展现状 7
（一）零售商自有品牌在全球的发展现状 7
（二）零售商自有品牌在中国的发展现状 8
五、 零售商自有品牌的发展策略—以沃尔玛为例 9
（一）沃尔玛自有品牌的基本简介 9
（二）沃尔玛自有品牌在发展中存在的问题 11
（三）零售商自有品牌的发展战略 12
优尔、 结论 15
参考文献 17
一、绪论
（一）研究背景