| 零售商自有品牌的优势与打造策略 |
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| 引用本文： | 田莉.零售商自有品牌的优势与打造策略[J].安庆师范学院学报(社会科学版),2005,24(6):27-29. |
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| 作者姓名： | 田莉 |
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| 作者单位： | 安庆师范学院,政法经济系,安徽,安庆,246011 |
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| 摘 要： | 零售商发展自有品牌可以降低成本，有效回避同行业间的残酷竞争，满足顾客需求。实施自有品牌战略有多品牌策略，品牌家族策略，公司品牌策略。自有品牌的核心是诚信与认同，开发自有品牌产品的重点是质量而非低价。自有品牌不能替代制造商品牌，与制造商品牌产品之间的合理比例是开发自有品牌产品的核心问题。自有品牌的生命力在于自主创新。
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| 关 键 词： | 自有品牌 优势 打造策路 自主创新 |
| 文章编号： | 1003-4730（2005）06-0027-03 |
| 收稿时间： | 2005-05-12 |
| 修稿时间： | 2005-05-12 |
Retalers' Specialities and its Setting up Tactics |
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| TIAN Li.Retalers' Specialities and its Setting up Tactics[J].Journal of Anqing Teachers College(Social Science Edition),2005,24(6):27-29. |
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| Authors: | TIAN Li |
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| Institution: | Politics Dept.Anqing Teachers College, Anqing Anhui 246011 |
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| Abstract: | Retailers have their own specialities to build for the decrease of cost and fencing with the direct severe competition from the trade,realizing their customers ser(?)ces.To campaingn for ownership of specialities has several tactics of multi-brand,family-brand and company-brand.The hub of self-speciality building only find its way into honest and approval,its development is seated in quality rather than low-price.Self-speciality can't.Stand in for trade mark,the good relationship between them,magnetizes the core-problems about the development of ownership of specialities,whose strength is in self—creation. |
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| Keywords: | self-speciality merit creating tactics self-creation |
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