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首页> 外文期刊>International review of retail, distribution and consumer research >The development of store brands and the store as a brand in supermarkets in the Netherlands
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The development of store brands and the store as a brand in supermarkets in the Netherlands

机译：商店品牌的发展以及商店在荷兰超市中的品牌化

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摘要

The price war between supermarkets in the Netherlands, which was launched in October 2003 by Albert Heijn, has strongly influenced the position and development of store brands and store formulas. Based on international research, we can conclude that the store brand is used increasingly frequently as an instrument for store formula positioning. This has resulted in a growing relevance of the market share of the store brands. When the distance between store brands and manufacturer brands gets smaller with regard to quality, perceived value and confidence, price ultimately becomes the only clearly distinguishing characteristic. In that situation, retailers have the opportunity to use store brands in the process of 'branding' the store formula. If retailers then proceed to combat each other with a strong focus on price promotions for both manufacturer brands and store brands, store loyalty is undermined and store duplication is stimulated. The price war that was initiated by Albert Heijn gave rise to such a situation. This article puts the Dutch developments in an international context.
机译：荷兰的超级市场之间的价格战是由艾伯特·海因（Albert Heijn）于2003年发起的，它极大地影响了商店品牌和商店配方的地位和发展。根据国际研究，我们可以得出结论，商店品牌越来越多地用作商店公式定位的工具。这导致商店品牌的市场份额越来越重要。当商店品牌和制造商品牌之间的距离在质量，感知价值和信心方面变得更小时，价格最终将成为唯一明显的区别特征。在这种情况下，零售商有机会在对商店配方进行“品牌化”的过程中使用商店品牌。如果零售商随后以制造商品牌和商店品牌的价格促销为重点来相互竞争，那么商店的忠诚度将受到损害，商店的重复活动将受到刺激。阿尔伯特·海因（Albert Heijn）发起的价格战导致了这种情况。本文将荷兰的发展置于国际背景下。

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