江苏省科技期刊可视化阅读平台

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江苏科技信息 ›› 2019, Vol. 36 ›› Issue (7): 74-77.doi: 10.1004-7530/2019-36-7-74

• 科学与社会 • 上一篇    下一篇

零售企业自有品牌认知程度与购买意向分析

杨向阳,杨璨   

  1. 南京财经大学 国际经贸学院,江苏 南京 210023
  • 出版日期:2019-03-10 发布日期:2019-07-09
  • 通讯作者: 杨璨
  • 作者简介:杨向阳（1978— ）,男,河南信阳人,教授,博士;研究方向：产业经济与创新政策。
  • 基金资助:
    国家自然科学基金项目,项目名称：知识密集型服务企业协同创新生态系统的共生演化及提升策略研究(71673128);教育部人文社会科学研究青年基金项目,项目名称：企业异质性视角下服务业出口研究：机理、影响与政策(16YJC790120)

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

Xiangyang Yang,Can Yang   

  1. School of International Economics & Business, Nanjing University of Finance and Economics, Nanjing 210023, China
  • Online:2019-03-10 Published:2019-07-09
  • Contact: Can Yang

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摘要：

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。

关键词: 零售企业, 自有品牌, 认知程度, 购买意向

Abstract:

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.

Key words: retail enterprises, private brands, cognition degree, purchase intention

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