零售商私人品牌对顾客忠诚度的影响

从理论上分析了私人品牌在提高顾客忠诚度方面的作用，认为在一种部分消费者对产品质量关注的市场中，即使私人品牌与全国品牌相比并没有绝对优势，零售商提供高质量的私人品牌也是构造差异化，提高顾客忠诚度，增加收益的一种很好手段，而且实施私人品牌策略也能使相互竞争的零售商达“共瀛”的目的，最后对私人品牌的赢利条件进行了讨论。

The effect of store brand on customer loyalty

The effect of a store brand on custom loyalty is quantitatively studied by a mathematical theoretic analysis through simulating the retailers competition. In a market where a part of consumers are sensitive to product quality, the quality store brand can be an instrument for retailers to generate store differentiation, store loyalty and store profitability, even when the store brand does not have an absolute advantage over the national brand, if customers buy the store brand are in an acceptable portion. The quality store brand carried by competing retailers can be an implicit coordination mechanism that enables all the retailers to become more profitable. The different roles of two kinds of brand are analyzed. The propositions for retailers to gain profitability are also discussed.