摘要
在当前中国零售市场全面对外开放的宏观背景下,很多本土零售商希望通过自有品牌开发与外资零售商抗衡,但是效果并不理想,这和缺乏研发人才、制造商品牌压力、观念障碍、企业规模障碍等多方面原因有关。注重自有品牌商品定位、选择适当的生产厂商、注重企业规模的扩张和人才的培养、注重自有品牌商品价格和促销方式的选择以及店铺形象的优化,是未来中国零售商自有品牌发展的关键所在。
Many Chinese domestic retailers are trying to develop private brand in order to compete with foreign retailers Miler all-rounded opening-up of Chinese retailing. But most off Chinese retailers＂ of private brand are not successful, which come from many reasons including the lack strategies of R＆D professionals, pressures from manufacturer brand, concepts obstacle and enterprise＇s scale obstacle. In the near future, the key points of the development of Chinese retailers＇ private brand could be concluded as followings： paying attention to merchandise positioning of private brand, selecting suitable manufacturers,paying attention to scale expansion and professionals fostering, deciding proper price and promotion methods, emphasizing improvement of store image.
出处
《经济与管理》
2006年第5期59-62,共4页
Economy and Management
关键词
零售商
自有品牌
商品
战略
retailer
private brand
merchandise
strategy
