论文沃尔玛自有品牌研究.doc

2014届毕业生
毕业论文
题 目: 沃尔玛自有品牌研究

院系名称：新闻与传播学院专业班级：广告学2010级1班
学生： 徐 燕 学 号：4
指导教师： 皇甫风平 教师职称： 副教授
2014年5月20日
摘 要
从以前的便利店到现在的商超，全球的零售业市场发生了翻天覆地的变化。各国零售巨头都在进行全球化的扩，在全世界进行连锁化企业。而在不断的变革中，崛起的自有品牌已经成为零售业发展的新生力量。零售连锁企业建立自有品牌，在自身渠道优势的前提下，减少广告费用支出，能够获得更大的利润。沃尔玛是世界上最大的零售商，连锁商店遍布世界各地。在自有品牌建设方面，沃尔玛也走在了前列。自有品牌越来越被重视。随着各地区经济发展不平衡的调节，零售业还有更大的发展空间。因此，对自有品牌的研究具有重要的意义。
本文从沃尔玛出发，对沃尔玛自有品牌进行研究。首先说明自有品牌的研究背景和意义。在理论部分，对品牌和自有品牌的含义作说明，重点介绍自有品牌的功能，叙述零售企业自有品牌的发展历程。接着对沃尔玛做一个整体的介绍，然后结合理论，对沃尔玛自有品牌的发展现状、品牌策略进行分析。其次反思影响沃尔玛自有品牌建设的因素。最后借鉴沃尔玛，提出一些关于我国零售企业开发自有品牌的建议。
关键词：沃尔玛 自有品牌 研究
Title The Research of the Wal-mart’s Own Brand
Abstract
From the previous convenience store to the current super,global retail market has happened enormous giants are carrying out the expansion of the globalization,a chained enterprises in the world .And in constant change, own-brand has become a new force of the retail industry .The retailers develop own brand not only can take full advantage of its own channel , reduce the expenditures of advertisement’s cost,and that is able to obtain the more profits. In many retail-giants,Wal-Mart has become the world’s largest retail are many chained stores around the world. In the construction of own brand,Wal-Mart is at the brand has acquired more and more adjusting the economy’s imbalance ,the retail-trade will have more space for development .Therefore,it is the study of own brand that has an important significance.
In this paper, starting from Wal-Mart,do research on Wal-Mart's own brand. First,explain research background and significance of own brand, and in the theoretical part, definite brand and own brand’s meaning and function,focus on the features of own brand,introduce development process of own brand in the retail do a whole presentation on Wal-Mart, then combinating the theory,ana