我国零售商开发自有品牌的策略研究

The Strategies of Developing Innate Brand by Native Chinese Retailers

自有品牌,是零售业态的创新和发展,是零售商和制造商之间的关系发生深刻变化的产物,是提高零售商竞争优势的一道利器。它在帮助零售商增强竞争力、增进顾客忠诚度、实现利润增长等方面都具有强大的推动作用。因此根据零售商自有品牌产生的原因,对零售商发展自有品牌的优势进行剖析,制定出我国零售商开发自有品牌应采取的策略。

Innate brand, representing retail trade condition innovation and thedevelopment, links between retailers and manufactures. It may enhance retailer＇s competitive advantage. In terms of improving the competitive ability, increasing customer loyalty and profit growth, it can play a very strong supportive part. By analyzing the process of creating innate brand, the paper analyces the strategies of the native Chinese retailers with their own advantages.