英国超市自有品牌产品的经营策略及其启示  

On UK Supermarket Private Label Products:Business Strategy and Its Implication

作　　者：陈宏辉[1] 周虹云[2] 

机构地区：[1]中山大学岭南学院,广东广州510275 [2]香港城市大学商学院

出　　处：《当代经济管理》2012年第9期16-19,共4页Contemporary Economic Management

摘　　要：既销售供应商的品牌产品,又发展自有品牌产品,这是国外超市中的一个很常见的现象,其中不乏成功的案例。文章分析了自有品牌商品所具有的价格优势、忠诚优势、卖场优势和谈判优势,探讨了英国超市发展自有品牌产品成功的经验和经营策略,结合国内自有品牌产品发展缓慢的现况,提出了国内零售业发展自有品牌的思路和对策。It is very common for overseas supermarkets to sell both suppliers＇ products and their own-brand products. There are lots of successful cases in Britain. This paper analyzes the advantages of private labels： low-price advantage, loyalty advantage, sales point advantage, and negotiation advantage, and discusses the successful experiences and business strategy of British supermarkets in developing their own-brand products. Finally the paper, targeting at the dissatisfied situation of China＇ s supermarkets＇ private labels, puts forward ideas and suggestions about how to develop domestic supermarkets＇ private brand products successfully.

关 键 词：自有品牌产品 超市 零售业 经营策略 

分 类 号：F405[经济管理—产业经济]