零售企业自有品牌成长路径研究

Research on Own Brand Growth Path of Retail Enterprise

与国际知名零售企业相比,国内零售企业自有品牌建设还处于起步阶段,如何有效实施自有品牌战略值得关注和研究。本文基于对自有品牌战略实施条件的分析,从零售企业的品牌运营能力、产品研发能力和管理协同能力三个维度,构建零售企业自有品牌成长路径分析模型,并提出品牌运营能力主导型和产品研发能力主导型成长路径及其实施战略,并以超市业态为例探讨零售企业对生鲜蔬果类、粮油类和服装类产品实施自有品牌战略的成长路径选择。

Compared with the international famous retail enterprises,own brand construction of domestic retail enterprise is at the beginning stage,so operators and the theoretical workers should pay attention to and study how to effectively implement own-brand strategy.Based on the analysis of own brand strategy implementation condition,from retail enterprises brand operation ability,product research and development ability and management synergy three dimensions,the paper constructs the own brand growth path model of retail enterprise,and puts forward the brand operation ability-leading and the product research and development ability-leading two types of growth path and its implementing strategy;Then,taking the supermarket format as example,the paper discusses how to effectively has its own brand strategy in retail enterprises of our country.