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从20世纪80年代开始,发达国家的自有品牌商品在消费品市场中所占的比例越来越高,特别是超市自有品牌已经渗透到了原本完全由传统的制造商品牌占据的商品类别中。而在中国,自有品牌是在20世纪90年代初才引起人们广泛关注的。在自有品牌高利润率的驱使下,自有品牌的发展速度非常快。本文所关注的是自有品牌营销策略的发展变化。通过对几个典型国家的自有品牌发展进行分析,探讨了自有品牌在发展过程中对营销组合各因素的影响,并以此为基础,针对我国当前本土自有品牌发展中出现的主要问题,提出了相应的营销对策。
Since the 1980s, the share of developed-country own-brand goods in the consumer goods market has been rising, especially since supermarket-owned brands have infiltrated the category of goods that were originally entirely dominated by traditional manufacturer brands. In China, however, private brands attracted wide attention in the early 1990s. Driven by the high margin of own-brand, the development of own-brand is very fast. This article focuses on the development of private label marketing strategy. Through the analysis of the development of private label in several typical countries, this paper explores the influence of private label on the factors of the marketing mix in the development process, and based on this, aiming at the main problems in the development of our own domestic private label , Put forward the corresponding marketing strategy.