西方零售商自有品牌理论研究综述

A Summary of Research on Retailers' Private Brand Theory in the West

中文关键词:  自有品牌  零售战略  品牌管理

英文关键词:private brand (PB)    strategy of retailing    brand management

中文摘要:

      关于零售商自有品牌理论的研究已经成为一个热点话题。本文从自有品牌购买者特征与态度、零售商自有品牌策略的选择和制造商如何应对零售商的自有品牌策略这三个方面,对西方自有品牌已有的研究进行了理论综述。

英文摘要:

      The research on retailers' private brand (PB) has been popular recently. There are three aspects that researchers have paid attention to, which are the character and attitude of the purchasers, the choice to the strategy of retailers' private brand and the countermeasures of manufacturers against retailers' private brand strategy. From the three aspects, this paper makes a theoretical summary of the research on retailers' private brand in the west.