浅谈大型商场自有品牌商品战略

实行自有品牌商品战略可以通过产品差别化政策确保竞争优势,可以通过独创性的开发新产品谋求丰厚的利润,可以通过生产———流通过程的合理化设计和革新,降低生产流通成本,可以通过不断自主开发适销对路产品,提高市场占有率,可与生产厂商相抗衡,打破厂商支配的价格体系。在西方发达国家零售业中,自有品牌商品已有了长足的发展。而自有品牌在我国才处于起步阶段。

Private brand commodity strategy can be implemented to keep competitive advantage through product differentiation, to gain larger profits through creative new product development, to reduce production and circulation cost by the rationale design and innovation in manufacturing and circulation process, to increase market-share through continuous right product development, to break the manufacturer-dominated price system with the growing bargaining power. Although it has a long history in retail industry in developed countries, private brand is still in its emerging stage in China.