摘要：随着中国零售业全面对外资开放，越来越多的国外大型连锁超市进驻中国市场。在这个竞争激烈的零售行业中，自有品牌受到越多的重视，而卜蜂莲花作为一家外资连锁超市，在中国市场上既要与沃尔玛等一些实力雄厚的跨国连锁超市抗衡，又要面对来自中国国内零售商的压力，在这种双重夹击下，能发展成为如今的状况，自有品牌是功不可没的。
本文从卜蜂莲花的自有品牌着手，介绍了其特点，研究了企业开展自有品牌需要具备的条件，并从最基本的4P策略分析，结合卜蜂莲花自有品牌的竞争优势，研究了自有品牌特有的品牌策略、价格策略、渠道策略和促销策略。文章提出要想把自有品牌发展成功，首先产品质量一定要过关，另外，零售业也要跟上时代发展，提高信息化水平。通过对本文的研究，希望对卜蜂莲花的自有品牌作进一步优化，确保其有效运行，使卜蜂莲花能在中国遍地开花，从而也给中国的本土连锁超市带来一些借鉴。
关键词：自有品牌；零售业；卜蜂莲花；营销策略
Abstract：As China's retail industry fully open to foreign investment, more and more foreign large supermarket chains enter into Chinese market. In this highly competitive retail industry, the private brand is becoming more and more concerned. As a foreign supermarket chain, LOTUS not only have to compete with Wal-Mart and some other powerful multinational supermarket chains in Chinese market, but also needs to face the pressure from the Chinese domestic retailers. Under this competitive situation, LOTUS still develops well; it’s mostly contributed to its own brand.
This paper introduces the features of LOTUS’s private brands and researches the qualifications enterprise needs to own its private brands. And combined with the competitive advantage of LOTUS’s private brand, it studies the basic 4P strategies which are product strategy, price strategy, place strategy, and promotion strategy. The article says that to make sure the successful of the private brand, the quality of the products should be guaranteed and the retail industry needs to follow the development of times and promote the level of informationization. Hope through this research, it would be helpful to LOTUS’s private brand’s further optimization. By ensuring it’s effectively operated, LOTUS can success everywhere and also brings some references to China's domestic supermarket chains.
Key words：private brand; retailing; LOTUS; marketing strategies
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