摘要
PB(自有品牌)是现代零售业发展的一个重要趋势。PB的实质是零售业对上游供应渠道的整合,即后向整合。这种整合集中体现了买方市场条件下营销渠道变化的大趋势。在市场机制不完善的条件下,零售商在供应渠道上采取PB整合比采取外包有更低的交易费用,因而更合理。从中国的市场环境和中国零售业的发展看,发挥零售业PB渠道整合的功能具有重要性和迫切性。
Modern retail trades are developing towards private-label brands (PB). In essence, PB is the integration of retail trades in upper-supply channels, i.e. the backward integration, which embodies a great tendency of sale-channel changes in buyer's markets. Faced with imperfect market systems, by way of PB channel integration than contracting-out, retailers have less transaction cost. In view of the environment of Chinese market, it is important and urgent for Chinese retail trade to make full use of PB channel integration.
出处
《上海大学学报（社会科学版）》
CSSCI
北大核心
2005年第3期61-65,共5页
Journal of Shanghai University(Social Sciences Edition)
关键词
PB(自有品牌)
后向整合
零售业
private-label brand
backward integration
retail trade
