零售商自有品牌对制造商的影响及其对策研究

零售商自有品牌是市场竞争发展到一定阶段的产物,是零售商为获取更大利润而采取的一种竞争战略。随着零售商自有品牌越来越广泛的运用与开发,我国制造商品牌也将面临着新的挑战。本文试图从制造商的角度来分析零售商自有品牌带来的影响及其应对策略。

Study on the Retailers' Private Brand Impact on the National Brand and Countermeasures

Retailers' private brand emerged when market competition developed to a certain stage, which is a competitive strategy adopted by retailers to gain more profit. As private brand more and more extensively applied and developed, our national brands will face new challenge. This papers attempt to analyze the impacts brought by private brand to national brand and countermeasures to solve this problems.