屈臣氏对我国零售商自有品牌开发的启示

The Enlightenment of Watons to Retailers Own Brand Development in Our Country

运用案例研究方法对我国零售商应如何加快自有品牌建设提出了自己的看法:首先,给出了努力提升实施自有品牌的条件;其次,应从自有品牌定位、选择合适的制造商、选择合适的自有产品类别、建立稳定的生产基地以及全面质量管理等几个方面加快我国零售商自有品牌建设;最后,探讨了我国零售业发展自有品牌建设应注意的几个问题。

This article presents own views with case studies on how to speed up the construction of their own brands to retailers of our country. Firstly, giving the conditions of promoting their own brands; Secondly, speeding up the own brand construction of our country retailers from positioning of own brands, choosing the appropriate manufacturer, choosing the suitable own product categories, establishing stable production base as well as the total quality management and so on; Finally, discussing several questions to which our country retailers developing their brands construction should pay attention.