自有品牌是中国零售企业为了突出自身形象,维护竞争地位,充分利用品牌号召力这一无形资产采取的一种竞争战略。本文从我国自有品牌的发展现状出发,分析了我国零售企业开发自有品牌的意义和零售商经营自有品牌必须具备的一些条件,并提出自有品牌开发的策略。 Private label is a competitive strategy adopted by Chinese retail enterprises in order to highlight their own image, maintain their competitive position and make full use of the brand appeal of intangible assets. Based on the development status of own brand in our country, this paper analyzes the significance of the development of private label in China ’s retail industry and some conditions that retailers must have in order to run their own brand, and puts forward some strategies for the development of own brand.