发挥零售业自有品牌的渠道整合功能

PB(自有品牌)是现代零售业发展的一个重要趋势。PB的实质是零售业对上游供应渠道的整合,即后向整合。这种整合集中体现了买方市场条件下营销渠道变化的大趋势。在市场机制不完善的条件下,零售商在供应渠道上采取PB整合比采取外包有更低的交易费用,因而更合理。从中国的市场环境和中国零售业的发展看,发挥零售业PB渠道整合的功能具有重要性和迫切性。

Full Use of Channel Integrations in Private-label Brands of Retail Trades

Modern retail trades are developing towards private-label brands (PB). In essence, PB is the integration of retail trades in upper-supply channels, i.e. the backward integration, which embodies a great tendency of sale-channel changes in buyer's markets. Faced with imperfect market systems, by way of PB channel integration than contracting-out, retailers have less transaction cost. In view of the environment of Chinese market, it is important and urgent for Chinese retail trade to make full use of PB channel integration.