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        本文回顾了现有文献对自有品牌的研究。在这篇综述中，本文将实现三个目标：

1。理清中国超市自有品牌的消费意识现状的自主品牌。

2。探索顾客感知价值和品牌倾向和调节作用，人类的性格有关系。

3。分析零售商如何使他们的产品更具吸引力和如何实施自己的品牌战略。

        The article reviewed the existed literature about own brand study. In this review hotelmanagement, this article will achieve the three goals:
1. Clarify current situation of own brand in the Chinese supermarket and consumer awareness of its own brand .
2. Explore the relationship between customer perceived value and own brand proneness and the moderator effect that human personality has on the relationship.
3. Analysis how retailers make their products more attractive and how to practice their own-brand strategy .

        在中国，已经成为关注近年来销售自己的品牌零售商商业现象。上海百货是较早开发自己的品牌。本店成立于1937和1987介绍自己品牌的产品。同时，“恒源祥”是自己的品牌战略的实施，一个典型的例子。在过去，该店只有180平方米的纱，但今天它已拥有一定的销售网络和包含在该国的2000多个企业。这些企业实现自主品牌发展的良好结果。例如，花莲超市介绍品牌的“节俭”1997，这种产品很受消费者的欢迎。当时的销售额超过100000000元。此外，自有品牌已开发20多个品种。他们的项目超过150个。和它注册自己的品牌产品的名称。
        In China, there has become a commercial phenomenon that retailers paid attention to sales of own brand in recent years. Shanghai department store is the earlier one which developed its own brand. The store established in 1937 and introduced its own brand products in 1987. Similarily, “Heng Yuan Xiang” is a typical example of the implementation of its own brand strategy. In the past, the shop was only 180 square meters of yarn, but today it has owned a sales network and contained more than 2,000 enterprises in the country. And these enterprises achieved the good results of development of own brand. For example, Hualian Supermarket introduces the brand of “thrifty” in 1997 and this kind of products was welcomed by consumers. The sales at that time exceeded 100 million Yuan. Moreover, its own brand has developed more than 20 varieties. They are more than 150 projects. And it registers the name of own brand products.


        In recent years, some enterprises realized the importance of own brand products. Own brand products have developed from low technology products such as food, knitting products to household products and electronics sectors. For example, Gome, Wing-lok and Suning in China all began to develop their own brand products. They also thought that own-brand strategy can improve the development of enterprises in the future and enhance competitiveness of enterprises. But the most of brand retailers in China lack of scientific planning and the development of the own brand products are still at low level.

        At present, most businesses hadn’t noticed the role of its own brand. The development level of own brand products is still low. Own-brand products in China have existed with a lot of problems. They mainly included in the four aspects.

        First, the varieties of products are fewer. Second, their products are low-value products. Third, market share is low. Fourth, the quality of products and services is unstable. 

        The reason of these problems is that retailers only realized the development of its own brand can bring more profits for them. But they did not realize the systemic development and complete marketing strategy is the basic of own brand本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。