大型连锁超市自有品牌营销策略研究

Research on Marketing Strategy of Large ChainSupermarketsAbstractThe future development direction of large supermarkets is to increase the share of their ownbrands in large supermarkets.Take the large supermarket chain in Thailand's own brand Bu beelotus in China as an example to explore its existing problems:ideological,self-branded goods notenough attention,in the total share of goods is not high;such as the types of self-brands arerelatively small;self-brands account for a low proportion of total sales;self-brand profitability islow;self-brand names are too single;the development of self-brand awareness is not strong.Inview of the above problems,from the price,channel,promotion,product analysis,drawconclusions;put forward solutions to the problem.Keywords:large supermarkets;own brands;current situation;problems;countermeasures