零售企业自有品牌发展研究

零售企业开发自有品牌是零售企业发展的一个显著特征,本文对零售企业发展自有品牌获得成本、营销组合、竞争、差别优势及提升零售商的品牌价值等方面进行了研究,提出了中国零售企业发展自有品牌应以跟随型自有品牌在价格上形成优势,用高端卖场品牌型自有品牌在质量上竞争,使零售企业利润达到最大化。

The Study of Development of Private Brand Retail Enterprises

The development of private brand retail enterprises in the retail business development is a prominent feature this paper reseorcl the development of private brand retail business in acquisition costs,marketing mix,competition,differential advantage and enhance the retailer's brand value and other aspects presented that the development of Private Brand retail companies in China should follow its private brand based on price,to develop leading edge,with high-end store brands based on their private brand to compete in quality,so that the retail business maximize profits.