零售企业自有品牌研究述评

Literature Review on Retailers' Private Brand

在竞争激烈的零售业,自有品牌一直是近些年一个重要的话题。当前,自有品牌的研究主要集中在制造企业、零售企业和消费者三个方面,消费者为何选择自有品牌而不是制造商品牌、消费者的购买行为和特征、零售企业的自有品牌发展战略是研究中的热点话题。未来的研究应该更关注零售企业与制造企业的合作、自有品牌的品牌形象和价值以及自有品牌的社会价值、社会成本等因素。

In retail industry with increasingly intensive competition,private brand（PB） has always been a hot issue in recent years.This paper makes a literature review on retailers＇ private brand.The current researches mainly focus on three perspectives such as manufacturers,retailers and customers.The reasons why consumers choose private label instead of manufacturer brand,the customers＇ purchasing behaviors and characteristics,and the development strategy of PB are the hot topics.For future research,more attention should be paid to the cooperation of retailers and manufacturers,brand value and brand image of PB,and social factors of PB such as social value,social cost,etc.