本文以四家零售企业为研究对象,通过对其自有品牌发展策略进行比较得出相关结论。研究表明,自有品牌是零售商发展成熟的标志,而为消费者贡献多少价值是衡量其自身成熟的标志。自有品牌并非大型零售商的专有权利,也是小型零售商的。零售商无论大小,策略匹配是其发展自有品牌成功的关键,并且在其引入自有品牌之前,都需要细致的分析和规划研究,然后选择与自身实际情况相匹配的要素组合策略。 This article takes four retail companies as the research object, and draws relevant conclusions by comparing their own brand development strategies. Studies have shown that private labels are a sign of the maturity of retailers, and how much value they contribute to consumers is a measure of their own maturity. Private-owned brands are not proprietary rights of large retailers and are also small retailers. Retailers, regardless of their size, are the key to the success of developing their own brand, and before they introduce their own brand, they need detailed analysis and planning research, and then choose the element combination strategy that matches their actual situation.