屈臣氏自有品牌推广——给supermarket的启示.pdf

第六届经济学年会论文 投稿领域：微观经济学 屈臣氏自有品牌推广——给 supermarket 的启示 1 2 徐光明 洪婉仪 摘 要：本文从对国外和国内自有品牌发展历程和现状分析出发,具体阐述了屈臣氏专业店这一零售业态 的自有品牌经营模式，分析了它如何进行品牌定位与策略选择，以及它在制定策略的过程中又如何从传 统的零售经营模式向自有品牌经营模式进行转型。自有品牌的经营使得零售商在制造商、零售商和消费 者所组成的关系链条中的角色发生巨大变化，在这个链条中三者之间构建了新的契约关系，这种独特的 契约关系为零售业的发展注入了强劲的活力。在总结屈臣氏自有品牌成功经营模式之后，并结合我国零 售业发展的现实情况，为我国 supermarket 自有品牌的经营提供一些重要启示。 关键词：自有品牌；屈臣氏；超级市场 Watson private brand promotion——To supermarket enlightenment 1 2 Guangming Xu Wanyi Hong (Xi’an Technological University) Abstract ：This article from the foreign and domestic-owned brand development process and current situation analysis starting, enunciated the running model of private brand of Watson, analyzed how brand positioning and strategy choosing, as well as the transformation from the traditional retail business model to its own brand business model transformation in its strategy development. The running of the private brand has greatly changed the role of retailers in the chain of relations with the brand manufacturers and consumers and set up a new contractual relationship. This unique contractual relationship instills a strong vitality for the development of the retail industry. In summing up the Watson private brands’ successful business model, and in the context of the realities of our retail development, provide some important inspirations for the running of the private brand in our business supermarket. Key Words ： Private brand ，Watson ，Supermarket 1徐光明（通信作者），男，1978年生，经济学硕士，西安工业大学评估建设办公室，邮编：710032， E-mail:xgmmail@126.com