摘要
创建自有品牌已成为零售企业提高核心竞争力的必然选择。与制造商相比 ,零售商在创立自有品牌上有着天然的优势 ,应从商品选择、品牌设计、营销策略整合、发展连锁经营等方面探讨加快零售企业自有品牌建设的战略。
Private brand is an essential choice for the large-scale retailer to increase its competitive edge. In general,retailers have the more comparative advantage than manufacturers on establishment brand. Private brand strategies of Chinese large-scale retailers will be operated by the following ways: selecting products, designing brand, integrating marketing tactics and implementing chain stores.
出处
《天津商学院学报》
2002年第5期21-24,共4页
Journal of Tianjin University of Commerce
