零售商自有品牌发展战略研究

零售商直接接触终端消费者。发展自有品牌具有很多优势但同时也要求零售商具有良好的管理团队等条件。目前我国零售商自有品牌发展还处于初级阶段,但是发展自有品牌已成为必然趋势。从战略方式选择、市场定位、产品选择、品牌体系架构、打造强势品牌等五个方面,提出了自有品牌发展战略模型。

To Study on Developing Strategy of Retailer's Private Brand

The retailers touch terminal consumers directly and have many advantages in developing private brand based on experienced managerial team.At the present time,retailer's private brand which is a certain tendency while in our country is just at the primary stage.This paper presents a private brand strategy model from five aspects:choice of strategy form,market positioning,product selection,brand system constructing,strong brand building.