论我国零售企业的自有品牌战略  

On the Private Brand Strategy of the Retail Enterprises in Our Country

作　　者：纪翔彦[1] 

机构地区：[1]青岛职业技术学院经济管理学院,山东青岛266555

出　　处：《青岛职业技术学院学报》2006年第B04期64-65,共2页Journal of Qingdao Technical College

摘　　要：未来商业竞争越来越表现为品牌的竞争。自有品牌的兴起正是品牌竞争的产物,也是未来零售企业制胜之路。自有品牌所拥有的竞争优势有利于零售企业创造差别优势,从而锁定目标消费者,获得较高的品牌忠诚度。我国零售企业应充分利用创建自有品牌的条件,制定成功的自有品牌战略。In the future the business competition will be shown more and more in the competition of the brand. The rise of the private brand is exactly the outcome of the competition. And it will also become the successful way of the retail enterprises in the future. The competitive advantage of the private brand is beneficial for the retail enterprise to create the difference advantage. So it can keep the target consumer. And it can acquire a higher brand loyalty. Our country should take full advantage of the condition to establish the private brand and draw up the successful private brand strategy.

关 键 词：零售企业 自有品牌 品牌战略 

分 类 号：F724.2[经济管理—产业经济]