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Jingdong book

自有品牌：狼来了

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Jingdong book

自有品牌：狼来了

Name: 自有品牌：狼来了
Brand: Jingdong book
SKU: 3102005721
Price: 26.63 USD
Availability: OutOfStock

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Editer Recommend

《自有品牌：狼来了》揭开自有品牌的神秘面纱，制造商品牌已经走上穷途末路了吗？制造商品牌与自有品牌的共赢。

Content Description

以前在普通的白色包装纸上印上黑色字体的包装方式的时代一去不复返了。零售商们在全世界范围内利用自己的力量到处攻城略地，它们还把商品贴上自己的商标，这样就从采购者轻松地转变成了强有力的品牌提供者。于是，像雀巢和宝洁这样曾经非常强大的品牌制造商不得不和它们最大的顾客——乐购和沃尔玛这样的大型零售商抢夺货架资源。
当零售商和自有品牌持续掠夺有价值的市场份额时，品牌制造商却还在继续根据自己头脑里对自有品牌那些过时的、脱离现实的假想进行战略规划。是时候想想其他办法了。
在本书中，作者揭开了自有品牌的神秘面纱，他们描述了零售商如何在自有品牌上实行多层次的战略，并激励品牌制造商进行更有效的还击。两位作者并不是简单地讲一个故事和提出一个任务，而是实实在在地帮助品牌制造商正面应对这些挑战。
根据对世界上不同国家的案例研究和对消费者心理的调查分析，本书提供了即时的可操作的战略。无论你是要与自有品牌竞争还是合作，作者都提供了非常好的工具，并通过讲述自有品牌产生发展的故事，解释了认真研究它的必要性。

Comments

天使的故事，以天籁般的说法讲讲播种行为、收获习惯的阳光童年。
——周一贯（著名特级教师，全国尝试教学理论研究会副会长）

一本好书，一生财富。
用同龄孩子的好习惯故事来唤醒孩子，不教而教，真是老师、家长和孩子的福。
——李正火（著名特级教师，全国少儿教育专家）

Catalogue

序言
致谢
1 传统品牌正在遭受自有品牌的攻击
零售商的自有品牌战略
2 和传统的自有品牌在价格上竞争
3 高端型自有品牌质量取胜
4 利用价值创新型自有品牌争夺理性消费者
5 用零售商品牌组合包围制造商品牌
6 创造成功自有品牌的关键并不只是价格
7 通过自有品牌使零售商利润最大化
制造商对抗自有品牌的战略
8 为了更高的利润生产自有品牌产品
9 有效合作，巧妙构建双赢关系
10 通过聪明的创新击败自有品牌
11 有选择地与自有品牌争夺资源
12 为制造商品牌创造可以取胜的价值主张
13 品牌衰败了吗？
附录零售商现状
注释
作者简介

Book Abstract

高端型自有品牌的排他路线
有时候零售商独一无二的品牌可能也对应着它们专属的设计者，比如玛莎·斯图尔特(Martha Stewart)设计的家用器皿专卖于凯玛特，雪洛儿·提格丝(Cheryl Tiegs)设计的服装只在西尔斯卖。Kohl's通常签一年的排他协议或者专利使用权转让协定，比如Quicksilver运动装针对Tony Hawk品牌或者Polo Ralph Lauren对于Chap男装的排他协议。严格地讲，这些都不能看做是零售商自有品牌，因为这些品牌是属于设计师自己的而不是哪个零售商的。然而不论怎样，在零售商的战略中，以上这一点也适用于高端型自有品牌。
美国的塔吉特曾经非常成功地运用排他的设计师品牌战略和它的竞争对手沃尔玛区分开来，并进行了有效的对抗。塔吉特的Mossimo曾经是它旗下一个专营男女服饰的商场品牌，现在却作为塔吉特Michael Graves家用器皿系列中的一员，只在塔吉特出售，并在消费者中大受欢迎。塔吉特的其他品牌还包括Sonia Kashuk的化妆品系列、Cherokee的休闲服装系列(仅仅允许在美国出售)、Xhilaration的青少年服装系列、Calphalon的厨房用品系列、Waverly的家居装饰品和Wool rich的床上用品精选系列。它和希拉里·达芙(Hilary Duff，美国女演员和歌手)达成了一项排他协议，让她代言这个品牌的品位生活产品。它的迎合高阶层消费者的设计师包括设计专门用于塔吉特的艾萨克·米兹拉希(Isaac Mizrahi)和利兹·兰格(Liz Lange)。
塔吉特现在是美国仅次于沃尔玛的第二大零售商。它通过用更低的价格提供高端、时髦的产品，而在众多竞争对手中脱颖而出。它鼓励消费者“花更少的钱体验更多”(Expert more.Pay less.)。它致力于保持商品价格的一致性，并花大力气投入在店内的产品展示和货架布置上。这让塔吉特的高端型自有品牌能够比沃尔玛吸引更多、更年轻、更富有、更有时尚触觉的城市客户，毕竟如果单单比拼价格，谁都没有机会可以赢得了沃尔玛。
高端型自有品牌的优缺点
零售商自有品牌已经经过了漫长的征途，逐步消除了消费者心中那种便宜、质量差的卫生纸或黑白色简易包装的罐装豆子的陈旧形象。现在绝大多数零售商品牌都已经提升了质量、在消费者心中的形象和价格，更多地在性价比上进行竞争。有时候，像Tesco Finest这样的例子证明的一样，高端型自有品牌在长时期内可以比像吉百利、达能和Tropicana一样的著名制造商品牌更加昂贵。高端型自有品牌带来的好处
如果产品研发和市场推广的成本能够很好地控制，如果零售商能够让消费者相信高端型自有品牌产品拥有更好的质量，高端型自有品牌会给零售商带来高额的回报。就像图3—1所示，这些高端型自有品牌产品价格之高可以与制造商品牌产品相比，也就是说理论上，零售商在高端型自有品牌上的利润是非常大的。与制造商品牌相比，零售商不需要在高端型自有品牌上花费与之相等的广告费用，不需要作针对零售商的促销，也不需要保留自己的销售队伍。
像Tesco Finest、AH Excellent、Arizona和President's这样的高端型自有品牌已经在有特定购物习惯的消费者中间建立了一定的品牌忠诚度。沃尔玛旗下治疗糖尿病的ReliOrl牌药品是另一个赢得消费者忠诚度的自有品牌的例子。ReliOrl牌药品的忠实消费者无疑也会将沃尔玛当成他们理所当然的购物目的地。
……

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Jingdong book

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