零售商自有品牌产品发展的研究综述

Literature Review of Research on the Retailer Private Labels

零售商自有品牌问题越来越受到企业界和学术界的关注,但与国外相比,国内在该领域的研究受实践上的影响,起步较晚,相关的理论论述也较少.本文从零售商自有品牌的引入、自有品牌的发展策略及国内当前的研究状况等几个方面,对零售商自有品牌产品发展的研究成果进行了综述和评价,并指出了国内当前研究的不足.

The business community and academic circle more and more pay attention to the retailer private labels. However, compared with foreign research, domestic research in th start from the practical implications, the relevant theoretical reviews is less. In this paper, by the e fie problems of ld has a late introductionand development strategy of the retailer private labels, and domestic current research, the current domestic and foreign research results are reviewed and evaluated. Finally, the current lack of domestic research is put for ward.