零售商开发和推广自有品牌的问题及对策

通过对零售自有品牌的发展过程、零售商开发自有品牌的优势阐述,分析了目前国内零售企业自有品牌的发展现状,并指出当前国内零售企业自有品牌建设中出现的问题。在借鉴了国外零售企业发展自有品牌的经验的基础上,针对问题提出零售商应该量力而行,选择适当的商品创建自有品牌;保证自有品牌商品的质量;合理定价;加强自有品牌的促销宣传等意见和建议。

The Problems and Countermeasures of Developing and Extending Private Brand for Retailer

This article expounds the process of the growth of PB(private brand) and the advantages of PB developed by retailers, analyses the current situation of domestic PB, indicates the problems in domestic PB at present:few kinds and small quantity, little market share, lower price, quality unknown, simple promotion. Being grounded in using the experience of the development of foreign PB, the article gives some suggestion on the problems cropped up in the establishment of the domestic PB:retailers should choose the right products to establish the PB, and guarantee the quality of the PB products, fix the price reasonably for the PB products, strengthen the power of the propaganda in promotion for PB.