试议我国零售商自有品牌的开发

On Developing Retailers’ Private Brand

开发零售商自有品牌是零售商取得市场经营的主动权 ,增强市场竞争能力 ,更好地满足消费者多样化需求的有效途径之一 ,是零售商实施品牌战略的重要手段。在开发自有品牌过程中零售商具有多种优势 ,也存在一定的困难 。

The development of retailers’ private brand is one of the efficient ways they become dominent in market and meet consumers’ various needs.It is also an important method retailers carry out their brand strategy.The writer analyzes retailers’ advantages and disadvantages in developing their own brand.