在我国,零售商经营自有品牌已成为近年来引人关注的一种商业现象。但大多数零售商缺乏科学的品牌规划,特别是对自有品牌营销策略的特殊性缺乏认识。为此,本文对零售商自有品牌的营销策略作了分析,指出零售商在经营自有品牌时,如何在时机、商品、品牌、价格、促销等方面作出正确选择。 In our country, retailers operating their own brands have become a commercial phenomenon attracting attention in recent years. However, most retailers lack the scientific brand planning, especially the lack of understanding of the particularity of their own brand marketing strategy. Therefore, this article analyzes the retailer’s own-brand marketing strategy and points out how retailers can make the right choice in terms of opportunity, product, brand, price and promotion when they run their own brand.