浅析零售企业自有品牌经营  

Analysis of Retail Enterprise’s Own Brand Management

作　　者：周云霞[1] Zhou Yunxia(School of Electronic Commerce and Logistics,Suzhou Vocational College of Economics and Trade,Suzhou,Jiangsu 215000,China)

机构地区：[1]苏州经贸职业技术学院电子商务与物流学院

出　　处：《江苏商论》2020年第1期24-25,28,共3页Jiangsu Commercial Forum

摘　　要：在零售企业与生产企业的博弈竞争中,零售企业的自有品牌发展是一个关键点,渐渐成为零售企业形象宣传和零售企业战略发展必不可缺的重要组成部分。零售企业自有品牌目前在市场上不仅面临着众多企业制造商强势的竞争压力,而且还缺乏完整的生产体系,质量控制得不到保证。文章通过对零售企业自有品牌的经营分析,寻求优化方案,希冀在当今风起云涌的商场竞争中零售企业能有适合自己的发展之路。In the game competition between retail enterprises and production enterprises,the development of retail enterprises'own brands is a key point,and it has become an indispensable part of retail enterprise image promotion and retail enterprise strategy development.Retail-owned brands are not only facing the competitive pressure of many enterprise manufacturers in the market,but also lack a complete production system,and quality control is not guaranteed.Through the analysis of the management of retail enterprises'own brands,the article seeks to optimize the program,and hopes that retail enterprises can have their own development path in today's competitive shopping malls.

关 键 词：零售业l 自有品牌 优化 

分 类 号：F71[经济管理—产业经济]