网络零售商与传统零售商自有品牌战略及成长路径比较研究

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Abstract In recent years, China’s online retailing industry has achieved astonishing development. In the meantime, online retailers have become the fresh force of implementation of private brand strategy. Because of such different aspects as operation modes and resource and conditions etc., the private brand strategy and practices of online retailers have certain difference from that of such traditional retailers as supermarkets and department stores etc.; the differences are reflected in target market selections of private brand, market positioning, commodity combination design, product development and promotion etc. Most of the private brand growth paths chosen by online retailers belongs to the types dominated by the R&D abilities of the products; the market positioning of private brands is given priority to high cost-effective types and fashion innovation and the commodity combination possesses the characteristics of “wide and deep” or “narrow and deep”.

Key words： online retailers private brand market positioning commodity combination growth path

Received: 24 June 2015 Published: 15 January 2016

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Corresponding Authors: LIU Wengang E-mail: liuwg@th.btbu.edu.cn

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LIU Wen-Gang. Comparative Research on Private Brand Strategy and Growth Path of Online Retailers and Traditional Retailers[J]. Journal of Business Economics, 2016, (1): 12-20.

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http://zzs.zjgsu.edu.cn/gl/EN/ OR http://zzs.zjgsu.edu.cn/gl/EN/Y2016/V/I1/12

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