自有品牌战略

我国本土超市自有品牌战略的开发与实施

The Development and Implementation of China Local Supermarket 's Private Brand Strategy

实施自有品牌战略，越来越受到关注。

More and more retailer has paid attention to private brand strategy .

进而讨论了达到良好顾客服务水平的基本策略，如建立SCM系统、施行自有品牌战略等。

At last the paper discusses the basic tactics of achieving excellent level of serving customers , such as setting up SCM system , performing the strategy of own brand , etc.

因此实施自有品牌战略可谓是这些问题的解决之道。

Therefore , implementing private brand strategy is the solution of these problems .

实施自有品牌战略有多品牌策略，品牌家族策略，公司品牌策略。

To campaingn for ownership of specialities has several tactics of multi-brand , family-brand and company-brand .

同时，一些外资超市在中国市场的自有品牌战略也出现很多问题。

Meanwhile , some foreign Supermarket Chains also meet many problems when they executive their Private Label Strategy .

自有品牌战略的出现使得零售营销的战略和战术在广度和深度上不断进行变革。

Appearance of private brand strategy causes retail marketing strategy and tactics to carry through transforming uninterrupted in span and depth .

实践表明，实施自有品牌战略，不仅能够改善零售商在交易过程中的角色，还能够增加顾客的品牌忠诚度。

Implementation of own-brand strategy , retailers can not only improve the role of the transaction process , but also to increase customer loyalty .

然后，结合中国零售业的外部环境及本土连锁超市目前的发展状态，对本土连锁超市自有品牌战略形成的背景进行了深入的阐释。

Through combining retailing external environment and current development situation of Chinese Supermarket Chains , the author analyze the generating background of Private Label Strategy .

其中重要的一方面就是外资零售商自有品牌战略相对于本土零售商来说更成熟，这也促使国内零售商加紧自有品牌战略的开发，应对外资零售商的激烈竞争。

Foreign retailers have greater advantage in strength , size . One important aspect is that foreign retailers own brand strategy is more sophisticated than the local retailers .

在中国零售市场，外资连锁超市在自有品牌战略发展上紧锣密鼓、日趋成熟。

At the same time , in Chinese retailing market , the development of the Private Label Product Strategy in foreign Supermarket Chains is very successful and intensive .

因此，对本土连锁超市而言，自有品牌战略的发展势在必行。

Therefore , for the Chinese Supermarket Chains , the development of Private Label Product is a must , and also a trend . How to develop this Strategy effectively ?

因此，连锁超市自有品牌战略对企业树立自己的品牌信誉、增加企业利润、提高综合竞争力等方面具有重要的战略意义。

So , the Development of Private Label Product is a very important and strategic significance for retailers to build brand credibility , increase enterprise profit growth and improve comprehensive competitiveness .

本文从营销渠道系统变革中审视中国零售企业地位的改变，分析了中国零售企业向自有品牌战略转移的动因和可行性，提出了可采取的营销策略。

This article scans Chinese retail corporation position alteration , analyses reason feasibility about Chinese retail corporation transferring to private brand strategy and brings forward adopted marketing strategy from marketing channel system transformation .

实施自有品牌战略可谓是解决这些问题的有力途径，它不仅可以提升零售对制造商的讨价还价能力，还可以培养顾客忠诚。

It is a effective way to solve these problems to implement private label strategy . For retailers , it not only enhance the ability of bargain with manufacturers , also improve customer loyalty .

研究结果为零售商实施自有品牌战略提供了相应的策略：塑造良好的店铺形象，推出合适的产品，充分利用各种营销方式宣传与产品相关的知识，提高消费者的感知价值。

The results provide some strategies for developing store brand : improving store image , developing appropriate store brand products , taking full advantage of a variety of marketing methods to promote product knowledge , and increasing customers ' perceived value .

在中国，零售市场对外开放的宏观背景下，连锁超市业的竞争日趋激烈，很多本土连锁超市仿效外资超市进行自有品牌战略，但结果并不理想。

But in China , under the Macro background of open retailing market , the competition among Supermarket Chains is becoming fiercer and fiercer day by day . Many local Supermarket Chains follow foreign Supermarket Chains in development of Private Label Strategy , but the result is not good .

我国大型零售企业自有品牌发展战略研究

Research of Development Strategy of Private Brand of Large-scale Retail Enterprise in China

本文就零售商自有品牌化的发展趋势提出了发展自有品牌战略的对策，以供我国零售业发展自有品牌参考。

This article brings forward countermeasure to the private trend , and presents reference .

大型零售企业在发展自有品牌方面拥有诸多竞争优势。创建自有品牌战略应慎重选择制造商，注意商品类别的选择，保证商品质量，合理设计品牌，同时，注意品牌的保护。

In carrying out this strategy , the large-scale retail enterprises should choose manufacturers with caution , pay attention to the choice of commodity category , ensure the commodity quality , design their brands reasonably , and emphasize the protection of their brands .

发展自有品牌拯救本土零售业&论本土零售业自有品牌战略的科学实施

Private Brands Can Save Local Retail Trade & Scientifical Practice Private Brands Strategy