论发展民营百货的品牌输出战略

On Brand Output Strategy of Private-run General Merchandise Enterprises

民营百货的品牌输出本来是为了获得强大的规模优势和品牌知名度,以提高与供应商的谈判能力,降低经营成本。但由于这种合作模式的不稳定性,也易使品牌受损,原先期望连锁经营形成规模效应,比如说品牌影响、物流配送优势,与供应商的谈判能力等等,都不能真正体现。民营百货的品牌输出战略是快速壮大企业的一个利器,但如果运用不慎,就可能导致企业全军覆没的危险。民营百货商们也意识到品牌输出模式是一把双刃剑,问题是在现有的能力范围内,怎么才能平衡其中的利弊。造成民营百货的品牌输出失败的原因在于部分百货业者对品牌输出的理解太过简单和肤浅,方式过于单一,作者通过给出品牌输出的定义及目前民营百货经营的模式,从民营百货品牌输出的SWOT分析中试图找解决问题的途径,以期对民营百货的品牌输出战略有所启示。

Private-run general merchandise enterprises have to practice brand output strategy in order to win a great advantage of scale and brand popularity. However, such practice usually goes with the risk of complete operation failure because of even a slight carelessness in use of it . An analysis of how the private-run general merchandise enterprises can succeed in both brand output strategy and avoiding the risk of complete operation failure is made by defining brand output and then analyzing the operation mode of the private-run general merchandise enterprises in attempt to find a solution.