摘要
在国内连锁超市自有品牌发展现状描述的基础上,深入分析了制约国内连锁超市自有品牌发展的症结所在,据此提出我国连锁超市发展自有品牌的策略建议,强调连锁超市在建立自有品牌时,应当树立"顾客导向"的品牌观念,明确自有品牌的定位,选择合适的自有品牌产品类别和合适的制造商,连锁超市应当加强对自有品牌产品的质量控制,实施全面质量管理,同时还要重视人力资源建设,注重自有品牌的宣传,加强品牌保护。
Based on demonstrating developing situation of local chain supermarkets,the paper deeply analyses the crux limiting local supermarkets private brand developing, and supplies some strategies for local supermarket, such as enacting customer orientation,positioning private brand,choosing suitable category and manufacture,controlling product quality,actualizing TQM,increasing human resource work and brand communication,and enhancing brand protection.
出处
《科技与管理》
CSSCI
2008年第1期69-71,共3页
Science-Technology and Management
关键词
自有品牌
连锁超市
实施策略
private brand
chain supermarket
practical strategy
