由于买方市场的形成,各零售企业间的竞争愈]愈烈,导致效益的滑坡;另一方面,加入WTO之后,业内经济遭到外来的冲击,外资带来的先进管理方法和雄厚资金,对于我国的零售企业来说,无疑是)上加霜。面对困境,零售企业必须建立起自己的竞争优势,而开发自有品牌是其确立核心竞争力的一种有效手段。本文通过分析我国零售企业发展自有品牌的优势与劣势,指出应注意的问题,提出发展对策,以供其借鉴。 Due to the formation of the buyer’s market, the competition among retailers becomes more and more intense, resulting in a decline in efficiency. On the other hand, after the accession to the WTO, the industry’s economy has been hit by external shocks and the advanced management methods and abundant funds brought by foreign investment have contributed to China’s retail business, no doubt) worse. In the face of predicament, retail enterprises must establish their own competitive advantages, and developing their own brand is an effective means of establishing their core competitiveness. In this paper, by analyzing the advantages and disadvantages of the development of private brands in China’s retail enterprises, pointed out the problems should be noted, and put forward the development strategies for their reference.