我国大型零售业发展自有品牌营销策略研究

摘要

When confronted with the change in commercial circulation field, mega retailers in China use the business phi-losophy of "private brand" to nurture their own well-known brands, and gradually the implementation of private brand strategy becomes a new profit growth as well as an important way to promote the core competitiveness of enterprises. By analyzing the situation of private brand development among the Chinese mega retailer in recent years and drawing lessons from the success-ful experience by foreign commercial private brands, this research not only concludes the discussion about how Chinese mega retailers value and develop their private brands, but also provides an analysis of the formulation of appropriate private brand development marketing strategy.%面对商业流通领域的市场变化，我国大型零售业借鉴“自有品牌”的经营理念，培育自身的知名品牌，逐渐将实施自有品牌战略作为新的利润增长点和提升企业核心竞争力的重要手段。通过对我国大型零售业开发自有品牌的发展现状分析，借鉴国外成功的商业自有品牌开发经验，制定适宜我国大型零售业的自有品牌营销策略。