| 英国超市自有品牌产品的经营策略及其启示 |
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| 引用本文： | 陈宏辉,周虹云.英国超市自有品牌产品的经营策略及其启示[J].当代经济管理,2012,34(9):16-19. |
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| 作者姓名： | 陈宏辉 周虹云 |
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| 作者单位： | 1. 中山大学岭南学院,广东广州,510275
2. 香港城市大学商学院,香港 |
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| 摘 要： | 既销售供应商的品牌产品,又发展自有品牌产品,这是国外超市中的一个很常见的现象,其中不乏成功的案例.文章分析了自有品牌商品所具有的价格优势、忠诚优势、卖场优势和谈判优势,探讨了英国超市发展自有品牌产品成功的经验和经营策略,结合国内自有品牌产品发展缓慢的现况,提出了国内零售业发展自有品牌的思路和对策.
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| 关 键 词： | 自有品牌产品 超市 零售业 经营策略 |
On UK Supermarket Private Label Products:Business Strategy and Its Implication |
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| Chen Honghui
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Zhou Hongyun.On UK Supermarket Private Label Products:Business Strategy and Its Implication[J].Contemporary Economic Management,2012,34(9):16-19. |
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| Authors: | Chen Honghui Zhou Hongyun |
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| Institution: | 1.Sun Yat-sen University,Guangzhou510275,China;2.City Univeisity of Hong Kong,Hong kong,China) |
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| Abstract: | It is very common for overseas supermarkets to sell both suppliers’ products and their own-brand products.There are lots of successful cases in Britain.This paper analyzes the advantages of private labels: low-price advantage,loyalty advantage,sales point advantage,and negotiation advantage,and discusses the successful experiences and business strategy of British supermarkets in developing their own-brand products.Finally the paper,targeting at the dissatisfied situation of China ’ s supermarkets’ private labels,puts forward ideas and suggestions about how to develop domestic supermarkets’ private brand products successfully. |
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| Keywords: | private label product supermarket retailing industry business strategy |
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