网络零售商与传统零售商自有品牌战略比较研究——以京东商城与华润万家为例

Comparative Research on Self-own Brand Strategy of Online Retailers and Traditional Retailers——Take JD malland CR Vanguard for example

互联网时代网络零售商取得长足发展,并对传统零售商带来较大冲击。在此背景下,自有品牌战略将成为决定网络零售商与传统零售商市场竞争优势的重要影响因素。以京东商城(网络零售商)和华润万家(传统零售商)为例,从自有品牌模式选择、市场定位、商品组合及品牌开发、营销战略等视角对两者的共同点与差异性进行比较。结果表明:网络零售商的自有品牌开发与营销优势更为明显,而传统零售商的市场定位更为准确。只有准确把握各自的自有品牌战略,才能有效提升企业核心竞争力,进而促进零售商可持续发展。

The online retailers have gained great development in the internet era, and it has brought larger impact to traditional retailers. In such context, self-own strategy will become the important impacting factors to determine the market competition advantage of online retailers and traditional retailers. The paper takes JD and CR Vanguard as example, and compares common point and difference between the two entities from the perspective of self-own brand mode selection, market positioning, commodity combination, brand development and sales strategy. The results indicate that： the self-own brand development and sales advantage of online retailers are more significant, but the marketing positioning of traditional retailers is more accurate. Only accurately grasping the self-own brand strategy can effectively raise enterprise core competitiveness and improve the sustainable development of retailers.