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摘要
本文以屈臣氏的自有品牌战略为基础，结合相关理论知识和屈臣氏具体实施的自有品牌策略，以及我国零售企业发展自有品牌的现状，运用合理的研究、论证方法，对我国零售企业如何发展自有品牌战略提出建议。
本文首先提出了研究自有品牌的背景及现实意义，罗列了自有品牌理论知识来源的有关文献，并就作者的写作思路和研究方法进行了介绍。然后，阐述了自有品牌的基本概念和相关论知识，根据零售企业自有品牌的发展历程，描述了零售企业自有品牌的分类、供应和差异化策略等特点以及零售企业自有品牌的内涵，文章还提及了零售企业实施自有品牌战略存在的风险。本文的第三部分着重对屈臣氏自有品牌战略的实施进行了分析，通过剖析屈臣氏的自有品牌实施策略，揭示了零售企业要想发展自有品牌必须具备的前提条件：较大的经营规模、良好的商业信誉、完善的质量管理体系，论证了实施自有品牌战略能够为零售企业带来竞争优势：产品差异化优势、成本价格优势、促销优势、顾客的忠诚优势和经营渠道的控制优势。
最后，根据屈臣氏实施自有品牌战略得出的结论——我国零售企业发展自有品牌战略势在必行，结合我国零售企业发展现状，提出了我国零售企业发展自有牌的基本思路——“合理定位、外抓营销、内抓管理”，并给出了具体操作建议。
主题词：自有品牌零售企业屈臣氏ABSTRACT
Basing on the brand strategy of A.S.Watson&Co.Limited and the status of private brand of the retailing in China,with the relevant theoretical knowledge and reasonable research and evaluation methods,this thesis proposes how to develop private brand strategy of the retail enterprises.
Firstly,the article brings forward the background and function of studying the private brands,listing the relevant literature of theoretical knowledge,introducing the author's ideas and research methods.Then,it presents the basic concepts and theories of knowledge relevant.In according with private brand of retail enterprises in the development process,the article describes the classification,strategies of supply and diversity of the retail enterprises’private brand,explaining the connotation of private brand in retailing.It also mentioned the risk of implementing private brand strategy by the retail enterprises.The third part focuses on the private brand strategy of A.S.Watson &Co.Limited.Through analyzing the Watson's private brand strategy,it reveals the prerequisites for the retail enterprises to develop their private brand as follows:a larger operating scale,a good business reputation,and a perfect quality management system.
The article evaluates the competitive advantages of brand strategy for the retailing,which are product differentiation advantages,cost advantages,marketing advantage,customer loyalty advantages,and channels control advantages.Finally,the article draws the conclusions from the case of Watson’s private brand strategy.It is imperative under the situation for Chinese retail enterprises to develop private brand.According to the status
quo of China's retail business’development,it put forward the basic viewpoint of developing the private brand strategy for the retailing,which is marketing externally and management internally,giving specific operational recommendations.

Keywords:private brand retail enterprises Watsons