定制营销视角的自有品牌实施条件分析  

On the Condition of Realizing Private Brand Based on Customized Marketing

作　　者：李双玫[1] 曲征南[1] 

机构地区：[1]广东工业大学经济管理学院,广东广州510520

出　　处：《改革与战略》2008年第12期51-52,80,共3页Reformation & Strategy

基　　金：广东省自然科学基金项目(项目编号:06021495);广东省普通高校人文社会科学研究项目(项目编号:04GH63007)。

摘　　要：自有品牌在全世界范围内取得了较好的成绩,但自有品牌本身存在天然的缺陷,阻碍了它的进一步发展。如何突破这些阻碍并使自有品牌取得更大的成就成为了许多学者和实践者的课题。文章分析了自有品牌发展的瓶颈和定制营销的优势,认为二者结合将是自有品牌的发展方向,并从零售企业内外部角度分析了自有品牌实施定制营销的条件。Private-brand goods have achieved fairly good results in the world, but the natural defects will hinder its further development. How to break through these obstacles and make greater achievement has become the subject of many scholars and practitioners. In the paper, the authors analyze the bottlenecks of private brand and the advantages of customized marketing, and take the view that a combination of both would be the direction of development of the private brand, and last point out the internal and external conditions for retailers to implement customized marketing.

关 键 词：自有品牌 定制营销 实施条件 

分 类 号：F270[经济管理—企业管理]