实体零售商与网络零售商自有品牌战略跨案例比较研究

A Cross-case Comparative Study of the Private Brand Strategy of Physical Retailers and Online Retailers

零售商自有品牌战略发展步伐在加快,自有品牌商品为零售企业贡献了越来越多的利润,华润万家和京东商城作为我国本土零售业龙头企业,在传统实体零售和网络零售领域具有一定的代表性,其在自有品牌模式选择、自有品牌商品组合、自有品牌市场定位及自有品牌开发战略方面,两家企业有共同点也有差异之处,总体而言,网络零售商自有品牌开发优势更加凸显,实体零售商可结合自身实际情况借鉴网络零售商自有品牌发展经验,选择最佳品牌模式,丰富自有品牌商品组合,准确定位市场,提高市场满意度和购买意愿,实现企业整体竞争实力的提升。

Retailers＇ own brand strategy has been developing in an increasing pace,own brand products contribute more and more profit for retail enterprises. Vanguard and Jingdong Mall,as our local leading retail industry,are of great representativeness in traditional physical retail and online retail,whose own brand model,own brand portfolio of products and its market positioning and development of its own brand strategy have both similarities and differences. The advantages of development of online retailers＇ own brand become more prominent. Retailers,combining their own actual situation with network retailers own brand development experience,can choose the best brand model,enrich their private brand portfolio,readjust market positioning and improve the market satisfaction and purchase intention,so as realize the enterprise overall competitiveness.