零售企业自有品牌认知程度与购买意向分析

Analysis on cognition degree and purchase intention of retail enterprises' private brands

随着市场竞争加剧,零售企业自有品牌开始进入市场,并以其相对较低的价格在市场上占有一定比例,但是随之也带来了许多问题。文章用问卷调查的方式,以华润苏果南京天元东路店为调查对象,对其自有品牌商品经营的现状进行了分析,最后提出零售企业自有品牌发展的改进对策:一是零售企业应扩展宣传方式,提高消费者自有品牌关注度;二是对自有品牌商品制定合适的价格策略,走出低价误区;三是严把自有品牌商品质量,突出品牌特色,以获得竞争优势。

As market competition intensifies,the retail companies'private brands have entered the market and have a certain proportion in the market at the relatively low prices.However,it also brought a lot of problems.Taking Huarun Suguo located in Tianyuan East Road of Nanjing as an example,this paper surveys the consumers with questionnaire.Then the management status of retail companies'private brands is analyzed.Finally,some improvement measures are put forward.Firstly,the retail enterprises should expand the propaganda method to improve consumers’attention of private brands.Secondly,it is necessary to formulate appropriate price strategies for their private brand products,and get rid of the misunderstanding of low prices.Thirdly,the quality of the private brand products should be treated strictly to highlight the brand characteristics and gain the competitive advantage.