随着商业经济的发展及现代市场理念的确立,商业企业自有品牌在市场竞争中日益发挥出巨大效应,本文通过对自有品牌发展动力因素分析,探讨发展我国商业自有品牌的战略对策。 一、发展自有品牌的动力因素 1、自有品牌的出现可以树立零售业良好的市场形象,提升超市、自营商、中间商、代理商在消费者心目中的地位,提高商品信誉度和知名度。上海华联超市以无形资产培育自有品牌商品,利用自有品牌商品开拓市场,进一步提升无形资产的效益,1996年,华联超市率先创建了自有品 With the development of commercial economy and the establishment of modern market philosophy, commercial enterprises’ own-brand brands have been exerting a tremendous effect in market competition day by day. In this paper, through the analysis of the dynamic factors of the development of private-owned brands, the paper discusses the strategic countermeasures of developing our own commercial brand. First, the development of self-owned brand motivation 1, the emergence of its own brand can establish a good retail market image, enhance the supermarkets, self-employed, brokers, agents in the minds of consumers, improve product credibility and Reputation. Shanghai Hualian Supermarket managed to develop its own branded products based on intangible assets, exploit its own branded products to further explore the market, and further enhance the profitability of intangible assets. In 1996, Hualian Supermarket took the lead in creating its own products