浅谈我国超市自有品牌的发展现状与建议

The Development Status and Suggestion on our Supermarket Own Brand

自21世纪初,在世界发达国家日趋成熟的开发自有品牌商品策略,已引起我国零售连锁企业的相当重视。究其原因,除了跨国零售企业抢滩国外市场、对我国造成的市场冲击,另外的主要因素是本土零售连锁企业处于产品与服务同质化的低水平竞争,并且选用了相同的市场营销策略。文章简述了越来越多的零售企业,尤其是连锁超市,相继开始实施自有品牌商品的开发策略。

Since the beginning of the twenty-first Century, in the development of own brand products are more and more mature strategy of developed countries in the world, has been China＇ s retail chain enterprises attracted considerable attention. Investigate its reason, besides the impact of multinational retail enterprises subordinate to foreign markets, in China caused by the market, other factors are mainly local retail chain enterprises in the homogenization of products and services in low level of competition, and selection of marketing strategy for the same. To sum up, more and more retail enterprises, especially the chain supermarket, have begun to implement the development strategy of private brand products.