| 自有品牌对连锁商业品牌战略的影响分析 |
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| 引用本文： | 朱瑞庭,许林峰.自有品牌对连锁商业品牌战略的影响分析[J].财经论丛,2009(1). |
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| 作者姓名： | 朱瑞庭 许林峰 |
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| 作者单位： | 1. 上海建桥学院商贸系,上海,201319
2. 浙江财经学院经济与国际贸易学院,浙江,杭州,310018 |
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| 基金项目： | 上海市教育委员会人文社会科学基金 |
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| 摘 要： | 零售商实施品牌战略是制造商和零售商之间垂直竞争加剧的产物,也是应对零售商之间水平竞争的需要.零售商品牌战略包括企业品牌和商品及服务品牌两个层次.作为零售商商品品牌的重要内容,自有品牌通过企业品牌和制造商品牌两个路径对零售企业的品牌战略产生影响.为保证品牌战略的有效实施,零售企业必须处理好业态选择、品类管理、品牌策略的管理等.
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| 关 键 词： | 品牌战略 商店形象 商品品牌 自有品牌 制造商品牌 |
The Analysis of Private Brands' Influence on Retailer's Brand Strategy |
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| ZHU Rui-ting,XU Lin-feng.The Analysis of Private Brands' Influence on Retailer's Brand Strategy[J].Collected Essays On Finance and Economics,2009(1). |
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| Authors: | ZHU Rui-ting XU Lin-feng |
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| Institution: | 1.Department of Commerce;Shanghai Jianqiao College;Shanghai 201319;China;2.Zhejiang University of Finance and Economics;Hangzhou 310018;China |
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| Abstract: | The implementation of retailer's brand strategy is one of the results of the increasing vertical competition between retailers and manufacturers,and the horizontal competition among retailers.In retailer's brand strategy there are two dimensions: store brand and product brand.The private brands could influence the retailer's brand strategy in two ways: through the relation with store brand on one hand,and through the relation with manufacturer's brands on the other hand.It should pay special attentions to t... |
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| Keywords: | brand strategy store image product brand private brand manufacturer's brand |
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