改革与战略
改革與戰略
개혁여전략
Reformation & Strategy
2008年
12期
51~52
,共null页
自有品牌 定制营销 实施条件
自有品牌 定製營銷 實施條件
자유품패 정제영소 실시조건
private-brand; customized marketing; condition analysis
自有品牌在全世界范围内取得了较好的成绩，但自有品牌本身存在天然的缺陷，阻碍了它的进一步发展。如何突破这些阻碍并使自有品牌取得更大的成就成为了许多学者和实践者的课题。文章分析了自有品牌发展的瓶颈和定制营销的优势，认为二者结合将是自有品牌的发展方向，并从零售企业内外部角度分析了自有品牌实施定制营销的条件。
自有品牌在全世界範圍內取得瞭較好的成績，但自有品牌本身存在天然的缺陷，阻礙瞭它的進一步髮展。如何突破這些阻礙併使自有品牌取得更大的成就成為瞭許多學者和實踐者的課題。文章分析瞭自有品牌髮展的瓶頸和定製營銷的優勢，認為二者結閤將是自有品牌的髮展方嚮，併從零售企業內外部角度分析瞭自有品牌實施定製營銷的條件。
자유품패재전세계범위내취득료교호적성적，단자유품패본신존재천연적결함，조애료타적진일보발전。여하돌파저사조애병사자유품패취득경대적성취성위료허다학자화실천자적과제。문장분석료자유품패발전적병경화정제영소적우세，인위이자결합장시자유품패적발전방향，병종령수기업내외부각도분석료자유품패실시정제영소적조건。
Private-brand goods have achieved fairly good results in the world, but the natural defects will hinder its further development. How to break through these obstacles and make greater achievement has become the subject of many scholars and practitioners. In the paper, the authors analyze the bottlenecks of private brand and the advantages of customized marketing, and take the view that a combination of both would be the direction of development of the private brand, and last point out the internal and external conditions for retailers to implement customized marketing.
