论文部分内容阅读
自有品牌的出现,是零售业态的创新和发展。自从20世纪70年代末在英国、法国兴起以后,零售企业自有品牌就迅速扩展到了其他欧美国家。目前自有品牌在发达国家已日臻成熟。我国零售企业自有品牌发展还处于初级阶段,但是发展自有品牌已成为必然趋势。本文从我国零售企业自有品牌的发展现状出发,分析了我国零售企业自有品牌发展存在的问题,最后提出零售企业自有品牌开发的策略。
The emergence of its own brand, is the innovation and development of retail formats. Since the rise of the United Kingdom and France in the late 1970s, retailers have rapidly expanded their private label brands to other European and American countries. At present, its own brand has matured in developed countries. China’s retail brand development is still in its infancy, but the development of own-brand has become an inevitable trend. Based on the development status of own brand of retail enterprises in our country, this paper analyzes the problems existing in the development of private label of retail enterprises in our country, and finally puts forward the strategy of retail brand development.