国内零售业自有品牌经营现状及发展对策研究.pdfVIP

Conference on Web Based Business Management (WBM2011) The Study on Management Situation and Development Countermeasures about the Retail Business PB in Our Country Junchang XU, Fenglian SUN, Shuang GUO Changchun University of Technology, Changchun, China, 130012 Email: jcx7274@, beibei20132@, 312845567@ Abstract: The retail business in our country is facing more and more pressure with the changes of the market competition and it is their necessary choice for them that implementing some new management patterns. It has been becoming a kind of effective methods for the retail business to cope with the market fierce competition through PB management. The paper analyzed the present situation about the retail business PB in our country and pointed out major problems and restricted factors; raised up some countermeasures how to develop the detail business PB better in our country at last. Keywords: retail business; PB; scope effect; present situation; countermeasures 国内零售业自有品牌经营现状及发展对策研究 徐俊昌，孙凤莲，郭爽 长春工业大学工商管理学院，长春，中国，130012 Email: jcx7274@, beibei20132@, 312845567@ 摘 要：随着市场竞争环境的变化，国内零售业经营压力越来越大，实现多种经营方式的创新是其必 然的选择。自有品牌经营以其特有的优势已逐渐成为零售业应对市场激烈竞争的一种有效手段。本文 对国内零售业自有品牌经营的现状进行了分析，指出了存在的主要问题及制约因素；最后对国内零售 业发展自有品牌提出了几点对策。 关键词：零售业；自有品牌；规模效应；现状；对策 1 引言 2 国内零售业自有品牌经营存在的问题 自有品牌PB（Private Brand ）是指零售商通过收集、 经过近十多年的努力，我国一部分大型零售业自 整理、分析消费者对某类商品的需求信息，提出新产 有品牌的发展取得了一定成绩，但是几乎所有的自有 品的功能、价格、造型等方面的开发设计要求，选择 品牌商品还都停留在“低质低价”的阶段，没有实现 合适的生产企业或自行设