我国零售企业自有品牌还处于起步阶段,发展中显然还存在很多问题,尤其是在信息化、数据化及现代化的新形势下更为突出,所以为适应零售企业自有品牌的必然发展趋势,必须解决其发展中的问题。对此,本文首先简单分析了零售企业自有品牌发展中的问题,然后针对问题详细分析并提出了相应的零售企业自有品牌发展策略。 There are obviously many problems in the development of the retail brand in our country, especially in the new situation of informationization, dataization and modernization. Therefore, in order to meet the inevitable development trend of retail brands, Its development problems must be solved. In this regard, this article first briefly analyzes the problems in the development of retail brands, and then analyzes the problems in detail and puts forward corresponding retail brand development strategies.