我国零售商实施自有品牌战略的思考

Reflections on retailers' practice in the strategy of intellectual property-based brands in China

西方国家零售业的实践和经验表明,开发自有品牌是零售商降低成本,提高盈利水平,实施差异化经营战略,树立企业形象,提升竞争力的必然选择。为了推进我国本土零售商自有品牌战略的有效实施,文章概括了零售商开发自有品牌的必要性,并分析了本土零售商自有品牌的发展现状、存在的主要问题和困难,提出了本土零售商开发自有品牌应具备的条件及需要着力解决的问题。

The practice and experience of the retailers in the west indicate that to develop intellectual propertybased brands is a necessary choice for reducing costs, increasing profitability, and practising differentiate operation, building enterprise image and increasing competitiveness. To promote effective implementation of the strategy of intellectual property-based brands, the necessity of intellectual propertybased brands, information about native retailers＇ intellectual property-based brands and major problems that retailers face, are explored. Moreover, the necessary conditions and problems to be solved are discussed.