发展自有品牌 拯救本土零售业——论本土零售业自有品牌战略的科学实施

Private Brands Can Save Local Retail Trade——Scientifical Practice Private Brands Strategy

中国本土零售业科学地实施自有品牌战略,要从转变观念开始,树立"以顾客为中心"的理念,合理地扩大企业规模,慎重地选择开发方式和产品项目,同时要重视产品的质量管理,制定科学的营销组合策略。另外维护商誉、保护品牌形象、任用专精人才等方面的问题也不可忽视。

As this paper proposes , the strategies with which retail enterprises develops private brands begin with the conversion of concept ,establishing the view of 'customer center ',properly expanding business scale ,carefully selecting the way of development and the product items .At the meantime ,pay attention to the quality management of products, scientifically making the tactics of marketing combination. Otherwise, such aspects as supporting the reputation of enterprises , protecting the image of brands and employing skilled talents also can not be neglected.