中国零售企业自有品牌策略研究——以屈臣氏为例

零售企业表现竞争力的途径就是通过自有品牌，这也是零售企业是否有真正的市场竞争力的体现之一。随着我国经济社会的不断发展和市场开放规模的不断扩大，我国的零售行业不断的吸引着大量的外资零售企业，它们不约而同的进入我国的零售行业并且呈现出一种慢慢扩张的势头。在日新月异的中国市场竞争下，顾客忠诚追求的与品牌持久追求的生存和发展之间依旧是靠品牌的效应。就在此时，中外各企业之间彼此竞争如此激烈，分析我国零售企业，学习屈臣氏品牌战略的优秀发展经验，更多的发挥出自身具备的优点，才能不遗余力在应对外资企业的挑战面前发挥优势。
本文主要是通过对屈臣氏自有品牌的战略为基础模式，将屈臣氏具体的实施策略与相关的研究问题相结合，并且了解我国零售企业中自有品牌的发展过程与现状，使用合理的研究方法，论证方法，对我国的自有品牌零售业进行深刻的研究并提出合理化的建议。

      关键词： 零售企业    自有品牌   策略   屈臣氏      

The research on the strategy of private brands for Chinese retail enterprises

ABSTRACT
Private brands are not only the carrier of competitiveness of retail enterprise, but also one of landmarks of the size of competitiveness of ones. Upon the conditions of the changeable market, brands have become the key factor by which enterprise can gain customer loyalty and long term survival. With the development of our national economy and increasing opening of the market, large and powerful foreign retail enterprises enter the filed of retail business of China and spread rapidly. When domestic and summary of our national retail enterprises and using the experience of strategic development of the brand of  Watsons, we could develop our own advantages and challenge foreign retail enterprises.
Based on strategy of the private brand of Watsons and status quo of development of private brands of China, combined relevant theories and tactics of the private brand of Watsons, the essay gives a suggestion and conducts a study on tactics of private brands of our national retail enterprises.

Key Words:  Retail enterprises  Private brands  Strategy  Watson

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