Exploring the relationship between customer perceived value and own brand in Chinese retail market——an empirical research based on
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Table of contents
Abstract
On the ages of the globalization, retail trade in Chinese market faces the increasingly vigorous competition. The several decades of development of own brand, its merchandise has already become the very important part of core competencies in the west countries. A lot of scholars have already studied the subject about own brand. Such as the relationship between various market factors and own brand success, the perception of customer to own brand, and so on. But there are fewer studies which considered the factor of customer perceived value. The article’s purpose is to explore the relationship of customer perceived value and own brand proneness using empiric research. Take Shanghai HUALIAN Supermarket as example, through analyzing and researching the own-brand consumer sentiment, the article can provide the guidance and information for the retail practicing their own-brand strategy.
1. Introduction
1.1 Research background of the project and the strategies of Own Brand
1.2 ...............................
1.3 Structure of this study
2. Literature Review
2.1 Introduction
2.2 Own Brand
2.2.1 ..............................................
2.2.2 The current situation of own-brand in Chinese retail market
2.2.3 .........................................
2.3 Customer perceived value
2.3.1 The concept of customer perceived value
2.3.2 .............................................
2.3.3 The relationship between own brand and customer perceived value
2.4 An example---Wal-Mart
2.5 Summary
3．...............................
3.1 Introduction
3.2 value of the research
3.3 Research aim and object
3.4 Research approach
3.4.1 Research Model and Hypotheses
3.4.2..........................................
3.5 Summary
4．Research Findings
4.1 Introduction
4.2 Analysis on results though tables and Giving some Suggestions for retailers
4.2.1 Frequency Analysis (1)
4.2.2 Frequency Analysis (2)
4.2.3 .............................................
4.2.4 Frequency Analysis (3)
4.3 Summary
5．Conclusion and Limitation
5.1 Introduction
5.2 Conclusion
5.3 ..............................
5.4 Limitations
5.5 Summary
6. References
论文题目：Exploring the relationship between customer perceived value and own brand in Chinese retail market——The empirical research based on supermarket
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