零售商自有品牌发展浅析

Analysis on development of retailers' Private Brand

随着我国市场竞争的日益激烈,零售业进入了一个微利时代。特别是国际零售业巨头的进入,更加剧了这一行业的竞争。同时国际零售企业也带来了一种新的营销模式——自有品牌策略,有越来越多的商家采用自有品牌战略,且取得了一定的成果。但目前我国零售商对于自有品牌的开发总体上还处在尝试阶段,文中针对我国零售商自有品牌的发展现状及零售商实施自有品牌策略等进行了探讨和分析。

as the competition of domestic market is becoming increasingly intense,retailing has entered a low profit generation;and competition of this field has been especially enhanced by the entry of international retail groups.Meantime international retail enterprises have also brought a totally new marketing pattern——private brand strategy.More and more businesses are using the own brand strategy,which also achieved some results.However,at present for our country＇s retailing group,the exploitation of own brand still in the trying period.Aiming at the development of our retailers＇ own brands,as well as the own brand strategy that we carried out,this essay discussed and analyzed.