自有品牌与零售商竞争力研究.pdfVIP

( ) 2007 年第 6 期 哈尔滨商业大学学报 社会科学版 No. 6 ,2007 总第 97 期 JOURNAL OF HARBIN UNIVERSITY OF COMMERCE Serial No. 97 [流通经济] 自有 品 牌 与 零 售 商 竞 争 力 研 究 王新新 ,杨德锋 (上海财经大学 国际工商管理学院 ,上海 200433) [摘 　要]对零售商而言 , 自有品牌具有较高的毛利 。自有品牌满足了价格敏感顾客的需求 。第二 、第三 梯队制造商品牌对 自有品牌的报复反应给消费者创造了更大的选择空间。自有品牌使得零售商从制造商品 牌上获得更多利润 ,并使商店产生了差异性 ,使消费者产生了商店忠诚 。因此 , 自有品牌是重要的竞争工具 , 是零售商获得竞争优势的重要源泉 。 [ 关键词] 自有品牌 ;制造商品牌 ;竞争力 ;商店忠诚 ( ) [ 中图分类号]F713. 32 　[文献标识码]A 　[文章编号]1671 - 7112 2007 06 - 0094 - 04 Study on the Private Brand and the Sustained Competitive Advantage of the Retail Company WANG Xin - xin , YANG De - feng ( School of International Business Administration , Shanghai University of Finance Economics , Shanghai 200433 , China) Abstract : For the retail companies , the private brand has high gross profit. The private brand fits the want of the price sensitive customers. The retaliating reaction of the second and third tier manufacturing brand to the private brands gives consumers more choices. The private brand makes the retail companies get more profit from the manufacturing brands , makes the retail store get difference and makes the consumers be store loyalty. So , the private brand is the important competitive tools , and the mine that the retail company gets competitive advantage. The local retail company may develop and manage the private brand from many aspects , and build the sustained competitive advantage of local retail company thr