摘要零售商自有品牌是时代的产物，是伴随着零售商的逐步壮大发展而来的，自有品牌商品是零售商用来区别于其他企业，形成竞争优势的战略武器，也是提高消费者对零售企业忠诚度的重要手段。近年来，随着我国零售企业自身盈利模式的弊端逐渐显现、商品经营成本的不断增加、电子商务浪潮的冲击等问题的出现，我国零售业面临着愈加巨大的挑战。随着我国经济结构的调整，加上竞争越来越激烈的国际商业环境，我国零售商如果不能进一步利用自有品牌的优势，提高自主经营水平，实现零售业的成功转型，未来的发展将会举步维艰。51035

本文首先探讨了当前国内外学者对自有品牌发展的研究成果和不足，然后通过大量的文献回顾，分析我国零售企业自有品牌开发普遍存在的问题和不足，并以徐州家乐福超市为例进行问卷调查，总结出西方发达国家大型零售企业自有品牌发展对我国零售商的启示及经验教训，最后从我国实际发展情况出发，制定出相应的经营策略建议，为我国零售商开发自有品牌商品提供参考，以期推动国内零售企业以及国民经济的持续健康发展。

毕业论文关键词：零售业；自有品牌；家乐福超市；营销策略

Research on Retailer's private brand strategy-- A case study of Carrefour supermarket in Xuzhou

Abstract Retailers' Private Brand is a product of the times, it is accompanied along with the gradual expansion of the retailers and used by these companies to distinguish   them from other enterprises, creating a competitive advantage in strategic weapons, it is an important means of consumers’ loyalty too. In recent years, with the advent of the drawbacks of our retailers’ own profit mode, the increase of the operating cost of goods, the wave of e-commerce impact and other problems, China's retail industry is   facing increasingly huge challenges. With the adjustment of economic structure in our country and an increasingly fierce international business environment, without further use of local advantages of its private brands, to achieve a successful transition retail and improve the level of independent management, our retailers’ development will be very difficult in the future. 

This paper discusses the current domestic and foreign scholars on the development of its private brand of research and shortcomings at first, and then through a lot of literature review, analysis problems and deficiencies of the development of our retailers’ private brand, take Xuzhou Carrefour supermarket as an example to carry on the questionnaire survey, summed up the enlightenment of enterprises in western developed countries’ private brand development for us, and finally based on the actual development situation of our country, to develop appropriate management strategies and provide reference for Chinese retailers private brand products, in order to promote domestic retail enterprises and the sustained and healthy development of national economy.

Key Words: Retail industry; Private brand; Carrefour supermarket;Marketing strategy 

目  录

摘要-Ⅰ

Abstract--Ⅱ

目录-III 

一、绪论 --1 

（一）选题背景 --1

（二）研究目的与意义1 

（三）研究方法1

（四）创新之处与不足 --2二、文献综述3

（一）零售商实施自有品牌策略的原因研究3

（二）零售商实施自有品牌策略需要的条件研究-3

（三）零售商实施自有品牌策略的营销对策研究4

（四）影响零售商自有品牌商品购买意愿的因素研究5

三、零售业自有品牌相关理论概述6

（一）零售业自有品牌的概念6