超市自有品牌感知质量提高的营销策略研究

摘要

在我国，消费者对超市自有品牌的认知度较低阻碍了他们对超市自有品牌的质量感知和信任程度。本文从消费者的角度，探讨感知质量的影响因素，在此基础上提出了我国连锁超市提升消费者自有品牌的感知质量，增强购买意愿的战略思路。%In our country, the low perception state of consumers on the supermarket’s self-made brands reduces their quality perception and trust of these brands. This paper, from the perspective of consumers, explores the factors that affect the consumer’s quality perception, and puts forward the strategic ideas to enhance the purchase intention through promoting consumers’ quality perception of the self-made brands in supermarket chains of our country.