我国商贸流通业自主品牌发展策略研究

Research on the Development Strategy of Self-Owned Brand in China's Commercial Circulation Industry

随着我国经济进入新常态,经济增长动力发生转换,提升发展质量成为重要内容。品牌作为企业发展的核心竞争力,在推动供给与需求双侧优化升级方面具有突出作用,但由于我国在企业品牌建设方面起步较晚,尤其是商贸流通企业长期受国外知名零售企业的挤压,自主品牌处于弱势地位,品牌建设面临诸多困难。在分析自主品牌价值内涵的基础上,针对目前我国商贸流通业自主品牌建设现状及存在的问题,结合自主品牌的作用机制,提出以制定自主品牌构成体系、构建自主品牌实施体系、培育自主品牌价值体系作为加快我国商贸流通业自主品牌建设的发展战略,通过完善自主品牌建设政策促进体系、建立科学的品牌评价及传播体系、持续塑造良好的商贸流通业营商环境、引导零售商提升自有品牌开发管理能力等具体措施,推进商贸流通业自主品牌发展。

With China＇s economy entering the new normal and transformation of economic growth power,improving the quality of development is becoming an important content. As the core competitiveness of a company＇s development,the brand should have a prominent role in promoting the optimization and upgrading of supply and demand on both sides. However,due to the late start of the brand construction of Chinese enterprises,especially the commercial circulation industry has been squeezed by well-known foreign retail companies for a long time,the independent brands are in a weak position,and brand building faces many difficulties. Based on the analysis of the connotation of self-owned brand value,and in view of the current status and existing problems of self-owned brand building in China＇s commercial circulation industry,combined with the mechanism of self-owned brands,this paper proposes the development strategy of establishing self-owned brand composition system,constructing a self-owned brand implementation system,and fostering self-owned brand value system as a means to speed up the construction of self-owned brands in China＇s commerce circulation industry. It is necessary to promote the development of self-owned brands in the commercial circulation industry by adopting specific measures such as the improvement of self-owned brand building policy system,the establishment of a scientific brand evaluation and dissemination system,the continuous establishment of a good commercial circulation business environment,and the guidance of retailers in upgrading the self-owned brand development and management capabilities.