零售商自有品牌决策过程研究

零售自有品牌在我国还处于起步阶段，但发展潜力巨大。研究表明，一个市场中零售商是不是选择发展自有品牌，主要取决于市场中制造商品牌的市场吸引力、零售商开发自有品牌的品牌吸引力、零售商所能提供商品的质量和成本。零售商自有品牌相对于制造商品牌吸引力越强、自有品牌质量越好、成本越低，就越有利于零售商发展自有品牌，反之亦然。本文分析了零售商自有品牌在中国发展的近况，并对零售商在自有品牌投资决策过程中的几个关键问题进行了研究。

A Study on Retailers Private Brand Decision Making Process

Retailer private brands are still at its infan- cy stage in China,but it has great potential.Study shows that if or not a retailer chooses to develop private brand products,depends on brand attractiveness of the manufac- turer's brand,the brand attractiveness of the private brand, the cost and quality of the private brand product being of- fered by the retailer.Relative to the manufacturer's brand, the stronger the brand attractiveness of the private brand and the better the quality and the lower the cost,t...