摘要
随着零售业态的发展和创新,零售商和制造商之间的关系逐渐发生变化。市场力量越来越向零售商倾斜,零售商对市场的控制力和影响力随之增强。在这种情况下,零售商开始考虑自己组织产品的生产和销售,发展自有品牌正在成为连锁零售企业销售方式的新趋势。但是,由于受到企业内外部因素的影响和客观条件的限制,自有品牌的发展在我国还面临着许多问题,有很大的局限性。因此,研究零售企业如何开发适合自己的自有品牌有重要意义。
With the development and innovation of retail formats,the relationship between retailers and manufacturers gradually change.Market forces are more and more inclined to retailers, along with enhanced control and influence of the retailers on the market.In this case, retailers began to consider themselves to organize the production and sale of products,and to develop its own brand is becoming the new trend of chain retail enterprise sales approach. However,due to the impact of external factors and objective constraints,the development of its own brand in China is still faced with many problems,there are a lot of limitations.Therefore, how to develop retail business for their own brand of great significance
