零售企业自有品牌创建的研究
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摘要
近年来国内的零售商的通路力量强大，特别表现在对于通路内的产品销售的控制权力增强，因此各配合厂商对于连锁零售商各项要求亦必须尽可能的配合生产。本文将从零售商的立场对开发自有品牌的策略进行探索，了解为什么零售商必须开发自有品牌，以及如何开发自有品牌，另外再进一步探求什么品类及决策因素会影响自有品牌的开发。并以品牌决策的概念，了解零售商如何经营与运用其自有品牌。
笔者发现，虽然零售商通路力量强大，但其仍需面临同业竞争的巨大压力。零售商必须更进一步获取竞争上的优势，因而开发零售商自己的品牌。开发自有品牌俨然成为各大零售商未来发展的必然趋势。然而在开发自有品牌时，零售商需面临有别于以往的商品管理决策，其所需运用的品牌管理层面较以往提高，考虑的决策因素也因此增多。
本文将零售商的自有品牌开发归纳为四个影响决策的因素：(1)零售商本身的条件(2)制造商品牌(3)消费者(4)产品的特色。由开发自有品牌的动机开始，零售商本身所具备的条件是主要影响因素，消费者更直接或间接的影响零售商开发自有品牌的决策。此外，受到通路力量强大的影响，供应商迫于竞争压力愿意配合生产零售商的自有品牌。而信息的发达使零售商可以评估什么产品适合开发为自有品牌。
零售商在其自有品牌管理上努力的程度与所获得的业绩成正比的情形下，皆愿意更进一步积极的对自有品牌投入；而尚未具备开发条件的零售商，亦希望在克服开发自有品牌的限制因素后，跟随市场趋势开发自有品牌。由此可知，未来零售商自有品牌的开发趋势日愈渐多。而根据对文献比较与个案的归纳、分析、推演，本文提出一系列关于自有品牌创建流程和对策的相关命题及建议，为该领域的后续研究提供参考。
In recent years, the power of distribution channel has rapidly increased, which enables retailers to control sales and dictate manufacturers. The study explores retailers about the reasons why they create their own brands, how to manage private brands (PB), and what characteristics make a product category more conducive for PB introduction and what determinants influence the developing process of PB from retailers' perspectives.
Although the power of retailers surmounts that of manufacturers, retailers have to face other pressure from competitors. In order to create competitive advantage, retailers should adopt their own brands to launch private label products. In order to manage PB successfully, retailers must think more strategically about many functions of brand management.
In the findings of this study, there are four major determinants influencing PB strategies: (l)a retailer's conditions (2)manufacturers' brands and suppliers of PB (3)consumers (4)products characteristics. Especially, the retailer itself is the key factor in the process of building successful PB. The strong channel power of retailer leads to the willingness of many manufacturers to supply PB products for retailers actively. The rapid growth in information technology has a major effect on how PB decisions are made. Often historical data for a product category are immediately available to the PB manger when completing sales.
This study also explores that retailer will develop more new PB products when they get positive feedback from PB. Moreover, retailers that have not introduced PB express that they will develop their PB after controlling some factors. Therefore, the PB strategy is an important and growing tendency in the future. Finally, based on related theories and retailers investigation, the study develops a set of research propositions.
笔者发现，虽然零售商通路力量强大，但其仍需面临同业竞争的巨大压力。零售商必须更进一步获取竞争上的优势，因而开发零售商自己的品牌。开发自有品牌俨然成为各大零售商未来发展的必然趋势。然而在开发自有品牌时，零售商需面临有别于以往的商品管理决策，其所需运用的品牌管理层面较以往提高，考虑的决策因素也因此增多。
本文将零售商的自有品牌开发归纳为四个影响决策的因素：(1)零售商本身的条件(2)制造商品牌(3)消费者(4)产品的特色。由开发自有品牌的动机开始，零售商本身所具备的条件是主要影响因素，消费者更直接或间接的影响零售商开发自有品牌的决策。此外，受到通路力量强大的影响，供应商迫于竞争压力愿意配合生产零售商的自有品牌。而信息的发达使零售商可以评估什么产品适合开发为自有品牌。
零售商在其自有品牌管理上努力的程度与所获得的业绩成正比的情形下，皆愿意更进一步积极的对自有品牌投入；而尚未具备开发条件的零售商，亦希望在克服开发自有品牌的限制因素后，跟随市场趋势开发自有品牌。由此可知，未来零售商自有品牌的开发趋势日愈渐多。而根据对文献比较与个案的归纳、分析、推演，本文提出一系列关于自有品牌创建流程和对策的相关命题及建议，为该领域的后续研究提供参考。
In recent years, the power of distribution channel has rapidly increased, which enables retailers to control sales and dictate manufacturers. The study explores retailers about the reasons why they create their own brands, how to manage private brands (PB), and what characteristics make a product category more conducive for PB introduction and what determinants influence the developing process of PB from retailers' perspectives.
Although the power of retailers surmounts that of manufacturers, retailers have to face other pressure from competitors. In order to create competitive advantage, retailers should adopt their own brands to launch private label products. In order to manage PB successfully, retailers must think more strategically about many functions of brand management.
In the findings of this study, there are four major determinants influencing PB strategies: (l)a retailer's conditions (2)manufacturers' brands and suppliers of PB (3)consumers (4)products characteristics. Especially, the retailer itself is the key factor in the process of building successful PB. The strong channel power of retailer leads to the willingness of many manufacturers to supply PB products for retailers actively. The rapid growth in information technology has a major effect on how PB decisions are made. Often historical data for a product category are immediately available to the PB manger when completing sales.
This study also explores that retailer will develop more new PB products when they get positive feedback from PB. Moreover, retailers that have not introduced PB express that they will develop their PB after controlling some factors. Therefore, the PB strategy is an important and growing tendency in the future. Finally, based on related theories and retailers investigation, the study develops a set of research propositions.
引文
[1] 陈放．中国品牌实战原理．时事出版社，2002．01
[2] 周文．连锁超市经营管理实务手册．湖南科学技术出版社，2003．03
[3] 屈云波．百货商店营销．企业管理出版社，1999．08
[4] 张德鹏、陈滔．零售业引进外资存在的问题和对策．经济论坛，2001．02
[5] 张德鹏、何磊．我国零售业发展态势分析．商业经济文萃，2002．03
[6] 张俊贤．商业自有品牌初探，中国流通经济，1998．12
[7] 孙成旺．中间商品牌挑战生产者品牌．经济论坛，1998．07
[8] 高凯东．创规模造神奇的连锁典范：英国马狮集团的奥秘．中国商贸，1998．02
[9] 牛宏利．对开发商业自有品牌的思考．河南商业高等专科学报，2000．02
[10] 高景军．商业品牌与竞争．税务与经济，1998．03
[11] 苻国群．西方零售商商标．商业研究，1999．03
[12] 张满林．零售企业如何实施自有品牌策略．辽宁商业高等专科学校学报，2002．05
[13] 岑丽阳．创立商业品牌，走特色经营之路．商业研究，1992．02
[14] 陈继云．中国零售企业自有品牌研究．科技与管理，2001．05
[15] 王麟．自有品牌：洋超市又一把利器．科学管理研究，2002．01
[16] 雷大章．零售商自有品牌分析．西安科技大学学报，2003．06
[17] 李昌凤．零售企业自有品牌开发问题探析．上海交通大学学报，2001．04
[18] 吉福林．实施自有品牌战略是零售商业应对入世挑战的必然选择．企业经济，2003．07
[19] 李俊阳．世纪之交我国商业发展趋势与特点．商业经济与管理，2002．02
[20] 黄昌富．从超级市场看我国城市零售业态的演变．商业经济与管理，1999．02
[21] 张鑫浩．加强自有品牌开发，促进连锁超市发展．市场报，2003．02．18
[22] 王伟雅．举起自己的品牌．中国经济时报，2001．12．25
[23] 罗伟光．开辟零售业的第三战场．新闻晨报，2001．06．17
[24] 李立群、王启荣．超市品牌进入平常百姓家．南方日报，2002．07．11
[25] 王蔚、常晓华．零售企业的自有品牌战略．中国企业报，2002．02
[26] 卢舒倩．商家竞推自有品牌．深圳晚报，2003．03．10
[27] 王蓁．怎样做好自己的PB商品．中国营销传播网，2002．01．11
[28] 张雄辉．零售通路自有品牌变革与制造商因应策略．中国营销传播网，2004．03．17
[29] 李大伟．渠道冲突，厂商何为?．中国营销传播网，2004．04．13
[30] 王效莲．商家要重视开发自有品牌．http://www.ah.xinhuanet.com/，2003．12．03
[31] 谢震、晓石．自有品牌的开发路数与盈亏大账．http://www.cmmo.com.cn/，2004．01．15
[32] 李小军．自有品牌成了超市“利剑”http://news.fjii.com/,2002．07．22
[33] Silverstein and Hirshohn. Market occupation and store's scale. The banker, 1994
[34] Howard,John A. Buyer behavior in marketing strategy. New Jersey, USA:Prentice Hall International, 1994
[35] Kapferer, Jean-Noel. Strategisch Merkmanagement.Schoonhoven,NL:Academic Service, 1996
[36] Shimp. Brand equity. New York times review, 1997
[37] Lichtenstein, Ridgway, Netemeyer. The price and consumer's choice, 1995
[38] Underhill,Paco. Why we buy. New York:Simon&Schuster, 1999
[39] Schmitt, Bernd H. Experiential Marketing. New York:The Free Press, 1999
[40] Riezebos,Rik. Internal Branding:medewerkers zijn het merk. Tijdschrift voor Marketing, 2002.06
[41] Riewoldt,Otto. Retail Design.Amsterdam:BIS Publishers, 2000
[42] Hoch and Banerji. Store brand and market occupation. The global view of retail, 1998
[43] Kralingen,Roland van. Brand World.Eindhoven,NL:Kluwer, 2002
[44] Anderson,Stephen. The World of the Retailer.International Lighting, 2000
[2] 周文．连锁超市经营管理实务手册．湖南科学技术出版社，2003．03
[3] 屈云波．百货商店营销．企业管理出版社，1999．08
[4] 张德鹏、陈滔．零售业引进外资存在的问题和对策．经济论坛，2001．02
[5] 张德鹏、何磊．我国零售业发展态势分析．商业经济文萃，2002．03
[6] 张俊贤．商业自有品牌初探，中国流通经济，1998．12
[7] 孙成旺．中间商品牌挑战生产者品牌．经济论坛，1998．07
[8] 高凯东．创规模造神奇的连锁典范：英国马狮集团的奥秘．中国商贸，1998．02
[9] 牛宏利．对开发商业自有品牌的思考．河南商业高等专科学报，2000．02
[10] 高景军．商业品牌与竞争．税务与经济，1998．03
[11] 苻国群．西方零售商商标．商业研究，1999．03
[12] 张满林．零售企业如何实施自有品牌策略．辽宁商业高等专科学校学报，2002．05
[13] 岑丽阳．创立商业品牌，走特色经营之路．商业研究，1992．02
[14] 陈继云．中国零售企业自有品牌研究．科技与管理，2001．05
[15] 王麟．自有品牌：洋超市又一把利器．科学管理研究，2002．01
[16] 雷大章．零售商自有品牌分析．西安科技大学学报，2003．06
[17] 李昌凤．零售企业自有品牌开发问题探析．上海交通大学学报，2001．04
[18] 吉福林．实施自有品牌战略是零售商业应对入世挑战的必然选择．企业经济，2003．07
[19] 李俊阳．世纪之交我国商业发展趋势与特点．商业经济与管理，2002．02
[20] 黄昌富．从超级市场看我国城市零售业态的演变．商业经济与管理，1999．02
[21] 张鑫浩．加强自有品牌开发，促进连锁超市发展．市场报，2003．02．18
[22] 王伟雅．举起自己的品牌．中国经济时报，2001．12．25
[23] 罗伟光．开辟零售业的第三战场．新闻晨报，2001．06．17
[24] 李立群、王启荣．超市品牌进入平常百姓家．南方日报，2002．07．11
[25] 王蔚、常晓华．零售企业的自有品牌战略．中国企业报，2002．02
[26] 卢舒倩．商家竞推自有品牌．深圳晚报，2003．03．10
[27] 王蓁．怎样做好自己的PB商品．中国营销传播网，2002．01．11
[28] 张雄辉．零售通路自有品牌变革与制造商因应策略．中国营销传播网，2004．03．17
[29] 李大伟．渠道冲突，厂商何为?．中国营销传播网，2004．04．13
[30] 王效莲．商家要重视开发自有品牌．http://www.ah.xinhuanet.com/，2003．12．03
[31] 谢震、晓石．自有品牌的开发路数与盈亏大账．http://www.cmmo.com.cn/，2004．01．15
[32] 李小军．自有品牌成了超市“利剑”http://news.fjii.com/,2002．07．22
[33] Silverstein and Hirshohn. Market occupation and store's scale. The banker, 1994
[34] Howard,John A. Buyer behavior in marketing strategy. New Jersey, USA:Prentice Hall International, 1994
[35] Kapferer, Jean-Noel. Strategisch Merkmanagement.Schoonhoven,NL:Academic Service, 1996
[36] Shimp. Brand equity. New York times review, 1997
[37] Lichtenstein, Ridgway, Netemeyer. The price and consumer's choice, 1995
[38] Underhill,Paco. Why we buy. New York:Simon&Schuster, 1999
[39] Schmitt, Bernd H. Experiential Marketing. New York:The Free Press, 1999
[40] Riezebos,Rik. Internal Branding:medewerkers zijn het merk. Tijdschrift voor Marketing, 2002.06
[41] Riewoldt,Otto. Retail Design.Amsterdam:BIS Publishers, 2000
[42] Hoch and Banerji. Store brand and market occupation. The global view of retail, 1998
[43] Kralingen,Roland van. Brand World.Eindhoven,NL:Kluwer, 2002
[44] Anderson,Stephen. The World of the Retailer.International Lighting, 2000