机构地区: 广东外语外贸大学国际工商管理学院
出 处: 《财经理论与实践》 2004年第2期112-115,共4页
摘 要: 零售商自有品牌的发展是零售商与制造商在市场竞争中进行品牌博弈的结果 ,自有品牌发展过程需要解决供应商在商品的选择、陈列、定价方面防止品牌冲突等问题。我国零售商自有品牌的开发与管理可以借鉴国内外的成功经验。 The development of retailers' private brands (PB) is a result of the brand game (PB vs NB) in the competition between retailers and manufacturers. To improve the management of PB, attention should be focused on selecting suppliers, displaying products, pricing, avoiding brands conflict. For Chinese retailers, they can use western retailers' experience for reference to develop their own PB.