摘要:
流通业自主研发和销售自有品牌的经营战略转变突破了流通业的经销厂家品牌的传统经营模式。在市场流通的成熟化阶段，确保流通利润和市场占有率会越来越难，因此开发自有品牌的就成为流通企业的重要战略目标。近年，日本流通业的自有品牌已被市场认同，市场规模不断扩大，并且，这种新的变化促使了流通业的经营模式转变，也对厂家品牌和消费市场产生了巨大影响。本文分析和考察日本流通业自有品牌的发展过程和在不同阶段的特点，通过对自有品牌商品的流通途径，价格构成与价格优势的分析，进一步剖析流通业自主研发自有品牌的动机，从经济发展和市场环境的角度探讨今后流通业发展的方向。
The market scale of private label products in the distribution industry in Japan grows rapidly recent years. This paper aims to analyze the new development and features of private label products in Japan, and to identify how the private label products achieve the low cost and high market share in the distribution industry. We examine the process of development along with the features in different stages, distribution routes, and cost advantages of the private label products in Japan. We further discuss the recent change of consumer behavior in Japan, and explore the relationship be-tween the development of the distribution industry and economic growth.