品牌生态战略在零售业中的发展研究

华中科技大学硕士学位论文品牌生态战略在零售业中的发展研究姓名：汪艳霞申请学位级别：硕士专业：企业管理指导教师：李长江20061025IUSPIIAbstractTheenvironmentaroundtheenterpriseshaschangedalotwiththedevelopmentofthescienceandtechnologyandtheproductivity.Therearemoreandmorekindsofsocialproductsinthemarketasthecharacteristicoftheconsumersdiffers.Theretailindustryhastofacethefiercecompetition.Thecompetitionintheecologicalsystemofretailindustryincludesthecompetitionbetweentheretailcompanyandtheexternalfactors,thecompetitionbetweentheretail-supplycompaniesandalsothecompetitionbetweentheinternalbrandsinsidetheretailcompany.Doingtheresearchintheguideoftheecologicaltheoriesisagoodwaytorealizetheretail’ssustainabledevelopment.Firstly,thisthesisintroducesthecontentabouttheresearchofthebrandfromthetraditionalbrandtheoriestothebrandecology,whichshowsthedifferentfocusindifferentera.Onthebaseofsomeconceptsrelatedtotheecology,theresearchonthemaincoursesofthebrandecologicalstrategyispointedout,andalsothedrivingforcesoftheecologicalideas.Theinternaldrivingforcesincludethecontradictionbetweentheprivatebrandandthenationalbrand.Thecompetitivenessandtheexternalcircumstancesoftheretailindustrybasedonthe“fiveforcesmodel”arethecompetitivenessbetweenthebusinesses,thethreatsofthenewentrant,thedifferentformatsoftheretailindustry,theconsumersandthesuppliers.Withtheanalysisofthecontradictionsexistingintheprocessofthebranddevelopment,thisthesisputsforwardthesolutionfromtheinternal,externalandthesocialecologicalsystem.Lastly,thisthesispointsouttheecologicalsuggestionoftheretailingdevelopmentinWuhanonthebaseoftherecentyears’development.Keywords:RetailIndustryBrandEcologicalnicheRetailingtypeofoperation___111.1USP1USP1961·(RosserReeves)TheRealityofAdvertisingUSPUniqueSellingPropositionproposition[1]2195520·DavidOgilvyUSPUSP19551962[2]31972·AlRies·JackTrout[3]21·DavidA.Aaker[4]19982Davison.H1997[5]15%85%31996JamesF.Moore[6]DNA[7]L.(RichardL.Daft,1999)[8]3.(AgnieszkaWinkler,1999)[9]1.21996[10]1996[11]1997[12][13]2002[14][15]4[16]211.3522.1[17]62.2LynnHaeckel186672-1812112212-29[19]1033.111·2005[22]123.2[26]GBT18106200420041018917[23]133.3TomDuncan1998[24].GregoryBateson[25]14[25]”[19][24]1544.1[26]14-18010162[7]”3GistDreesman4-11721[51]2000[29]4.2181[31][31]1924-14-14-12021·4.34-2224-220055423760%154581117917.1%12.4%89.4%[42]4-22002-20042002200320042658.44258.65580.7484.7596.5744.71318.21925.62409.9657.51581.42206.785.569.079.749.283.5138.363.32.61.42004-20054-3200320054-2231737596.2422225817.24-32003-20052003200420054449395.655250695.678671595.8420244.3523854.3337614.163792.589.134976.189.179609.790.08()462.410.87600.410.831058.69.92*0.90.8130.9*0.9*0.90.72940.9*0.9*0.9*0.90.656150.9*0.9*0.9*0.9*0.90.590560.9*0.9*0.9*0.9*0.9*0.90.531470.9*0.9*0.9*0.9*0.9*0.9*0.90.478314-31224123513155325123454-322627[58]WTOWTO12+2831T.Garrctt1966[45]2005[46]590%22934.430[21]1——31234323355.1()5-15-15113312187289274345-24125-120051128.6413.3%5-220044.09%20055.18%935.3512.1%122.0214.1%89.5711.5%69.7215.9%46.9411.5%7194[23]5-25-1200020055-22000-2005355.25-336[52]200633720052006150130K-33012382005[22]2004179454329200521916358166748.39591.4[27]39100,2001,,()5.34020061/3182350%S&BscrapandbuildS&B41IP2005200460.7%50.8%[23]200520061514200578424344[1][].—:USP[M].:,1985.15-19[2][]..[M].:2003.32-35[3]...[M].,.2002.1-17[4].A.,..[M]..:,2001.30-35[5]..[J].,1976(8):25-27[6]James.FMoore.TheDeathofCompetition[J].HarperCallinsPublishers,Inc(USA),1996.8-12[7][]KenBaskin.DNA[M]..2001.1-100[8][]L..[M]..,2002.7-14[9][]..[M]..,2000.183-208[10].-[M].:,1996.1-8[11].[M].1996.46[12].[M].:,1997.48-49,116-123[13].[J].,2003(6):62-66[14],.[J].,2003(4):55-5945[15],.:21[J].,2003(2):75-80[16],.[J].,2003(21):35-40[17].[M].:,2002.93-100[18]JamesCConnins,JerryIporras,BuildingYourCompany’sVision[M].HarvardBusinessReview,1996.88-120[19].[M].2001.12-43[20].[J].,2002(8):80-90[21].[M].,2004.27-185[22].[N].2006-8-28[23].[N].,2006-6-21[24].[J].,2000(6):14-16[25].[J].,2000(6):120-124[26].[M].,.:,2003.1-27[27].(02)[28]Novak,Eric.BrandPositioning:TheArtofRetyingConnections[J].TheElectricityJournal,1998,11(9):7-15[29].[M].2003.12-25[30][].,..[M]..2004.35-37[31]RonaldW.Ccotterill.AssessingtheCompetitiveInteractionBetweenPrivateLabelsandNationalBrands[J].TheJournalofBusiness,2001(1):9-12[32]Lassar,WalfriedM.Controlsystemsinsupplier--retailerrelationshipsandtheirimpactonbrandperformance[M].JournalofRetailingandConsumerServices,1998.65-75[33]Czellar,Sandor.Consumerattitudetowardbrandextensions:anintegrativemodelandresearchpropositions[M].InternationalJournalofResearchinMarketing.2003.97-11546[34],.[J].,2005(29):47-488[35]March.J.G,ExplorationandExplorationInOrganizationLearning[J].OrganizationScience,1991(2):71-87[36].[N].,2003-04-28[37].[N].,2004-12-12[38]KevinLaneKeller.StrategicBrandManagement:Building,Measuring&ManagingBrandEquity[M].NewJersey:PrenticeHall,Inc,1998.1-100[39].[J].,2003(12):10[40]Levy.M.Weitz.RetailingManagement[M].Boston:Irwin,1996.100[41].F..[M].:,1986.160[42].[M].2003.92[43].[N].,2006-0