中国网络零售商自有品牌发展策略及未来趋势  

Development Strategy and Future Trend of Online Retailers Private Brand in China

作　　者：朱虹[1] 王小芳[1] ZHU Hong;WANG Xiao-fang(School of Management,Shanghai University of Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《科技和产业》2021年第2期141-145,共5页Science Technology and Industry

摘　　要：具有不同电商基因的网络零售商近年来根据自身特色大力发展自有品牌。对网易严选、小米有品、淘宝心选等代表企业进行研究,总结出具有流量端优势的企业发展自有品牌可以先利用自身品牌效应,从产品设计端寻求突破;具有制造端优势的企业通过打造爆款产品进入市场,再利用产品红利扩充品类;而综合类电商平台在形成品牌认知的同时则要权衡更多利益关系。在此基础上探究行业自有品牌的未来发展趋势。In recent years,online retailers with different e-commerce genes have made great efforts to develop their private brands according to their own characteristics,such as YEATION,YOUPIN,Taobao Xinxuan and other representative enterprises.It is concluded that the enterprises with the advantages of flow end can make use of their private brand effect to seek breakthrough from the product design;enterprises with manufacturing edge can make a breakthrough by creating popular products When entering the market,they can use product dividends to expand categories;while comprehensive e-commerce platforms need to weigh more interests while forming brand awareness.On this basis,it explores the future development trend of the industry's private brand.

关 键 词：网络零售商 自有品牌 发展路径 发展策略 趋势 

分 类 号：F724.6[经济管理—产业经济]