随着中国入世 ,国际上大型零售商之间 ,不同业态之间的竞争日趋激烈 ,垂涎中国巨大零售市场的国际巨型零售商日趋增多。这些跨国公司凭借着自己国际知名的品牌和连锁组织形式 ,已从渗透阶段进入攻城掠地阶段 ,使我国零售业市场竞争变得更加残酷。本文要研究的就是现代连锁企业发展中对于自由品牌的策略。丰富目前企业发展连锁经营战略的理论基础。 With China’s accession to the WTO, the competition among different international retailers and between different formats has become increasingly fierce. International giant retailers, who covet China’s huge retail market, are on the rise. These transnational corporations, with their own well-known international brands and chain organizations, have entered the stage of siege from the infiltration stage to make the competition in the retail market in our country even more cruel. This article is to study is the development of modern chain strategy for the free brand. Enrich the theoretical basis for the development of chain business strategy.