随着零售业态的发展和创新,零售商和制造商之间的关系逐渐发生变化。市场力量越来越向零售商倾斜,零售商对市场的控制力和影响力随之增强。在这种情况下,零售商开始考虑自己组织产品的生产和销售,发展自有品牌正在成为连锁零售企业销售方式的新趋势。但是,由于受到企业内外部因素的影响和客观条件的限制,自有品牌的发展在我国还面临着许多问题,有很大的局限性。因此,研究零售企业如何开发适合自己的自有品牌有重要意义。 As retail formats evolve and innovate, the relationships between retailers and manufacturers change over time. The market power is more and more inclined to the retailers, retailers on the market more control and influence. In this case, retailers began to consider their own production and marketing of products, the development of private label is becoming a new trend of retail sales chain. However, due to the influence of internal and external factors and the restriction of objective conditions, the development of private label is still facing many problems in our country with great limitations. Therefore, it is important to study how retailers can develop their own brands.