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我国零售企业近年来在自有品牌创建上做出了较大的努力,但是仍旧处于初级发展阶段,面对现今变化迅速的市场形势和经济形势,我国零售企业必须要进一步明确自身的发展方向和发展趋势。鉴于目前数据化、信息化的新形势已经对零售企业自有品牌的发展提出了更高要求,本文在明确了新形势下零售企业自有品牌发展趋势的基础上,重点分析了零售企业自有品牌在新形势下发展存在的几点问题,继而提出了几点具有针对性的优化策略。
In recent years, China’s retail enterprises have made great efforts in creating their own brands, but they are still in the initial stage of development. In the face of rapidly changing market and economic situations, China’s retail enterprises must further clarify their own development directions and development trend. In view of the current data, the new situation of information technology has put forward higher requirements for the development of private-owned brands in retail enterprises. On the basis of clarifying the development trend of private-owned brands of retail enterprises under the new situation, this article mainly analyzes the retail enterprises’ Brand in the development of the new situation there are several problems, then put forward a few targeted optimization strategy.