自有品牌对连锁商业品牌战略的影响分析

The Analysis of Private Brands' Influence on Retailer's Brand Strategy

零售商实施品牌战略是制造商和零售商之间垂直竞争加剧的产物,也是应对零售商之间水平竞争的需要。零售商品牌战略包括企业品牌和商品及服务品牌两个层次。作为零售商商品品牌的重要内容,自有品牌通过企业品牌和制造商品牌两个路径对零售企业的品牌战略产生影响。为保证品牌战略的有效实施,零售企业必须处理好业态选择、品类管理、品牌策略的管理等。

The implementation of retailer＇s brand strategy is one of the results of the increasing vertical competition between retailers and manufacturers, and the horizontal competition among retailers. In retailer＇s brand strategy there are two dimensions ： store brand and product brand. The private brands could influence the retailer＇s brand strategy in two ways： through the relation with store brand on one hand, and through the relation with manufacturer＇s brands on the other hand. It should pay special attentions to the selection of retailer＇s type, category management and brand marketing.