我国本土超市自有品牌战略的开发与实施

在中国加入WTO以后,随着外资零售企业不断地涌入,我国本土超市开始承受越来越大的竞争压力。面对优胜劣汰的残酷现实,自有品牌的开发日益成为我国本土超市未来发展的新热点。

The Development and Implementation of China Local Supermarket's Private Brand Strategy

After China's entry to the WTO,our local supermarket is under increasing competitive pressure from foreign-funded retail enterprises.Faced with the harsh reality of competition,the development of private brand(PB)has increasingly become a new hot spot for our local supermarket's future development.This paper first analyzes the necessity of implementing local supermarket's PB strategy,and then summarizes all the influential factors that constrain the development of local supermarket's PB,and finally put forward the effective ways for local supermarket to develop and carry out PB strategy.