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首页> 外文会议>2011 6th International Conference on Product Innovation Management >The new growth point of retail enterprise-the enlightenment of development of retail enterprise private brand in occident
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The new growth point of retail enterprise-the enlightenment of development of retail enterprise private brand in occident

机译：零售企业的新增长点-西方零售企业自有品牌发展的启示

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摘要

The earliest private brand came from retail enterprises of occident, which still holds the leading position in development. Private Brand is the result of fierce competition of retail industries, which is also an effective method of competition of retail enterprises. It can consolidate consumers' loyalty to the enterprise and promote profit, which is also a powerful weapon in competition of differentiation. At present, Chinese private brand is still in the stage of exploration, there is a big gap compared with matured private brand. This essay takes examples by successful experiences of brand strategies of retail dealer in occident with the purpose of finding out problems existing in private brand of China's retail dealer and accelerating the development of private brand of retail enterprises in China.
机译：最早的自有品牌来自西方的零售企业，而西方的零售企业仍然在发展中处于领先地位。自有品牌是零售业激烈竞争的结果，也是零售企业竞争的有效手段。它可以巩固消费者对企业的忠诚度并促进利润，这也是差异化竞争的有力武器。目前，中国自有品牌仍处于探索阶段，与成熟的自有品牌相比还有很大差距。本文以在西方发生零售业者的品牌策略成功经验为例，以期发现中国零售业者自有品牌存在的问题，促进我国零售业自有品牌的发展。

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