网络零售商与传统零售商自有品牌战略及成长路径比较研究  

Comparative Research on Private Brand Strategy and Growth Path of Online Retailers and Traditional Retailers

作　　者：刘文纲[1] 

机构地区：[1]北京工商大学商学院,北京100048

出　　处：《商业经济与管理》2016年第1期12-20,共9页Journal of Business Economics

基　　金：北京市社科基金重点项目"北京零售企业自有品牌战略研究"(SZ201310011004);教育部人文社科研究规划基金项目"企业跨国并购中的品牌资源整合研究"(10YJA630100);北京工商大学科研能力提升项目"O2O运营与零售企业战略转型研究"(19008001077)

摘　　要：近年来,我国网络零售取得惊人的发展;与此同时,网络零售商也成为自有品牌战略实施的生力军。由于经营模式、资源条件等方面的不同,网络零售商的自有品牌战略实践与超市、百货等传统零售商存在一定的差异,体现在自有品牌目标市场选择、市场定位、商品组合设计、商品开发、宣传推广等方面。网络零售商选择的自有品牌成长路径大都属于产品研发能力主导型,自有品牌市场定位以高性价比和时尚创新为主,商品组合具有"宽而深"或"窄而深"特点。In recent years, China＇s online retailing industry has achieved astonishing development. In the meantime, online retailers have become the fresh force of implementation of private brand strategy. Because of such different aspects as operation modes and resource and conditions etc. , the private brand strategy and practices of online retailers have certain difference from that of such traditional retailers as supermarkets and department stores etc, ; the differences are reflected in target market selections of private brand, market positioning, commodity combination design, product development and promotion etc. Most of the private brand growth paths chosen by online retailers belongs to the types dominated by the R＆D abilities of the products; the market positioning of private brands is given priority to high cost-effective types and fashion innovation and the commodity combination possesses the characteristics of ＂wide and deep＂ or ＂narrow and deep＂.

关 键 词：网络零售商 自有品牌 市场定位 商品组合 成长路径 

分 类 号：F713[经济管理—产业经济]