上海市连锁商业自有品牌发展战略研究

从本世纪初以来,自有品牌经营成为上海市连锁零售业发展的特色之一。基于描述性统计的实证调查表明,自有品牌已经渗透到了上海连锁零售业的几乎所有现代零售业态当中,而且在业态、品类分布、定位和竞争战略、品牌策略和营销组合等方面都表现出了不同的发展特点。文章在宏观层面上提出了加强市场引导、强化质量监督、支持本土连锁商业发展的政策建议,并对连锁零售业提出了转变观念,积极开发;明确定位,差异竞争;整合品牌,协同发展等营销对策。

Study on Private Brands Development Strategy of Chain Store in Shanghai

Since the beginning of this century,private brand has become one of the distinguishing features of the chain store in Shanghai.Based on an empirical research,private brand has penetrated in fast all modern retailer's types in Shanghai,and shown different characteristics in retailer's type,category,position/competition,brand strategy and marketing-mix.This paper discusses the industry policy suggestions at the macro-level on one hand,and the marketing implications for chain store on the other hand.