摘要：随着中国零售流通市场的全面开放，零售行业事实上已经成为国民经济中市场化程度最高的行业之一，我国也已经跨入了品牌竞争的国际化时代。目前国内零售商的自有品牌战略还很不成熟，处于初级阶段，碰到了很多难点。本文阐述了自有品牌的基本概念和相关理论知识，和零售企业自有品牌的发展历程，着重对屈臣氏自有品牌战略的实施进行了分析，论证了屈臣氏自有品牌战略的竞争优势：产品定位优势、价格优势、促销优势、顾客忠诚优势和渠道优势。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较大的经营规模、准确的市场定位、良好的商业信誉、有效的营销策略组合和完善的内部管理体系。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。

关键词： 自有品牌，屈臣氏，零售企业，启示

Abstract：With the full liberalization of the retail distribution market, the retail industry in fact has become one of the industries with highest level    marketization in the national economy. Our country has entered the era of international brand competition. Recently domestic retailers, immature about their own brand strategy and at an early stage, have encountered many difficulties. This article exposits the basic concepts and related theories of the own-brand and describes the development of the own-brand of retail business, focusing on the analysis of the implementation of Watson's own-brand strategy, demonstrating Watson’s competitive advantage of own-brand strategy: product positioning advantage, price advantage, promotional advantages, strengths and channel advantages of customer loyalty. By analyzing the implementation of Watson's own-brand strategy, this paper reveals that in order to develop its own brand, retail business must encompass a larger scale, accurate market positioning, a good business reputation, effective marketing strategies and consummate internal management system. Finally, in terms of the Watson’s own-brand strategy, this article draws a conclusion that the strategy of the development in own brand of retail business is imperative.

Key words：Own-brand, Watson , Retailers, Inspiration

自有品牌是零售业发展的一大趋势，其核心是企业能够发展以企业名称或企业自己确定的品牌产品。尽管中国零售企业的自有品牌建设的起步较晚，处于探索性阶段，但发展速度较快，市场销售额在不断地增长。国内零售企业在面对沃尔玛、麦德龙、TESCO等几大外资零售商自有品牌战略的冲击和自身品牌发展存在问题的危机时，应该摆正位置，综合分析企业的规模、资金的筹备、市场需求等因素，充分利用自身的优势，借鉴国内外成功的零售企业自有品牌发展经验，并经过不断地摸索探究，寻求一条符合自身发展的自有品牌建设道路，同时必须意识到要想发展自有品牌必须要有相当的规模、足够的实力、准确的市场定位、良好的声誉、高效的管理团队以及有效的营销策略，这样才能把自有品牌做大做强。