零售商自有品牌化趋势及对策研究

Retailer Private Brand Developing Trend and Countermeasure Research

品牌是企业形象的象征,也是企业巨大的无形资产。目前国际零售商自有品牌在企业经营发展中担当着越来越重要的角色,并且已经成为赢得市场的利剑。我国零售业面对激烈的国际竞争,在自有品牌的开发与经营中不断尝试和探索。本文就零售商自有品牌化的发展趋势提出了发展自有品牌战略的对策,以供我国零售业发展自有品牌参考。

Brand is symbol of a company＇s image, and also huge intangible asset. At present, international retailer＇s private brand has already played an important role in the fierce competition, it has been ＇a sharp sword to win the market. Retailers in China are undergoing continuously attempt and exploration in the private brand field. This article brings forward countermeasure to the private trend, and presents reference.