现代商品品牌五花八门、形形色色,按所有权来分,可分为生产者品牌和中间商品牌,零售商品牌便是中间商品牌里的一种。 所谓零售商品牌战略就是指商业零售企业通过收集、整理、分析消费者商品需求信息,提出新产品的开发设计要求,选择合适的生产企业或自行设厂开发生产,最终在本企业内以自有品牌进行销售的战略。零售商品牌在国外已有几十年的历史,如今在发达国家已很流行,欧美的大型超级市场、连锁店、百货店几乎都出售标有其自有品牌的商品。零售商品牌商品多集中于服装、日用品和食品。本文拟对零售商品品牌发展的原因、优势、实施条件进行阐述,并结合我国的具体情况进行一些粗浅的探讨。 Modern goods brand variety, all kinds, according to ownership, can be divided into producer brand and middleman brand, retailer brand is a middleman brand. The so-called retailer brand strategy refers to the retail business through the collection, sorting, analysis of consumer product demand information, put forward the development of new product design requirements, select the appropriate production company or set up factories to develop production, and ultimately in their own business Brand sales strategy. Retailer brands have decades of history in foreign countries and are now very popular in developed countries. Almost all major supermarkets, chains and department stores in Europe and the United States sell their products marked with their own brands. Retailers brand products and more concentrated in clothing, daily necessities and food. This article intends to elaborate on the reasons, advantages and implementation conditions of retail brand development, and discusses some superficial discussions based on the specific conditions of our country.