我国大型零售商自有品牌策略研究

Study on the Self-owned Brand Strategy of Our Country's Large-scale Retailers

从自有品牌的含义及发展历程出发,分析了我国实施自有品牌的可行性,并对我国大型零售商实施自有品牌的营销策略作了分析。

Starting from the meanings and developing history of the self-owned-brand, this paper probes into the feasibility of carrying out the self-owned brand in China, and analyzes on the carrying out the self-owned brand strategy by our country＇ s large-scale retailers.