摘要
零售自有品牌在我国还处于起步阶段,但发展潜力巨大。研究表明,一个市场中零售商是不是选择发展自有品牌,主要取决于市场中制造商品牌的市场吸引力、零售商开发自有品牌的品牌吸引力、零售商所能提供商品的质量和成本。零售商自有品牌相对于制造商品牌吸引力越强、自有品牌质量越好、成本越低,就越有利于零售商发展自有品牌,反之亦然。本文分析了零售商自有品牌在中国发展的近况,并对零售商在自有品牌投资决策过程中的几个关键问题进行了研究。
Retailer private brands are still at its infancy stage in China, but it has great potential. Study shows that if or not a retailer chooses to develop private brand products, depends on brand attractiveness of the manufacturer＇s brand, the brand attractiveness of the private brand, the cost and quality of the private brand product being offeted by the retailer. Relative to the manufacturer＇s brand, the stronger the brand attractiveness of the private brand and the better the quality and the lower the cost, the easier it is to develop private brand, and vice versa. This article studies the development of the private brand development in China, and discusses some of the questions in the process of private brand investment decision making process.
出处
《上海管理科学》
2008年第2期13-16,共4页
Shanghai Management Science
关键词
自有品牌
投资决策
品牌惰性
经营规模
供应链管理
private brand
investment decision
brand inertia
scale of operations
supply chain management
