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私人品牌越来越成为市场竞争的有力武器,开发私人品牌可以使我国零售企业增加利润,使很多生产企业摆脱困境,并能获得政府的重视与支持。私人品牌的实施需要规模经营、较高的商誉、较强的产品设计开发能力和市场营销能力。实施私人品牌战略要注重对制造商的选择,选择适合采用私人品牌的商品类别,要保证商品质量,合理设计品牌并注重品牌的保护。
Private brands are increasingly becoming a powerful weapon in market competition. Developing private brands can increase the profitability of China’s retail enterprises, lift many manufacturing enterprises out of their predicament and gain government’s attention and support. The implementation of private brands require large-scale management, higher goodwill, strong product design and development capabilities and marketing capabilities. The implementation of private brand strategy should pay attention to the choice of manufacturer, choose suitable for the use of private brand product categories, to ensure product quality, rational design brand and brand protection.