摘要摘 要品牌是一种错综复杂的象征，它是品牌属性、名称、包装、价格、历史声誉、广告方式的无形总和。近年来，随着零售企业发展壮大，许多的零售商开始建立与推广传播自有品牌，也就是零售商们在销售和制造商的品牌同时，也在销售自有品牌产品。与制造商的品牌相比，自有品牌发展比较成熟。然而，零售商的自有品牌也面临着自有产品品类稀少、对自己实力估计不足盲目跟风、发展思路不明晰专业人才匮乏、货源风险等问题。本文运用文献法、案例分析法进行研究，要解决这些问题，首先要选择好供应商，对产品质量进行掌控，对品牌形象进行设计和传播，建立品牌的知名度和认知度和客户的忠诚度。通过对九头崖集团案例的分析，可以为今日自有品牌的发展带来启示。关键词：自有品牌，品牌策略，发展，IAbstractAbstractThe brand is a symbol of the complicated, it is the sum of the brand attributes, name, packaging, price, history, reputation, advertising the invisible.In recent years, with retail enterprises to grow, many retailers began to establish and promote the dissemination of its own brand, that is, retailers in sales and manufacturer's brand at the same time, also sells its own brand products. Compared with the manufacturer's brand, own brand development is more mature. However, the retailer's own brand is also facing a rare category of its own products, estimated that less than blindly follow the trend of their own strength, development of ideas is not clear, lack of professional personnel, supply risk and other issues. In this paper, the literature, case analysis, to solve these problems, we must first select a good supplier, product quality control, design and dissemination of the brand image, brand awareness and recognition and customer loyalty . Nine Cliff Group case analysis, the inspiration for the development of own brand.Key Words：Its own brand, brand strategy, development,II目录目 录第 1 章 绪言................................................
