뗚6뻭뗚6웚헣붭쫷죋듳톧톧놨,쓪11퓂쇣쫛튵ퟔ폐욷없뺺헹뷡릹럖컶헅폱죙(헣붭쫷죋듳톧맜샭톧풺,헣붭몼훝310015)ꆡꆡ햪ꆡ튪:컒맺쿖뷗뛎쯦ퟅ쇣쫛짌튵맦쒣뗄삩듳뫍쪵솦뗄퓶잿,ퟔ폐욷없짌욷뗄췆돶돉캪쇣쫛짌별폚뫱췻뗄탂뗄뺭볃퓶뎤뗣ꆣ룹뻝싵뿋뛻ꆤ늨쳘뗄뺺헹샭싛,럖컶쇣쫛짌쪵쪩ퟔ폐욷없햽싔쏦쇙뗄뺺헹뷡릹,캪웤돉릦쪵쪩ퟔ폐욷없햽싔쳡릩닎뾼ꆣ맘볼듊:쇣쫛튵;ퟔ폐욷없;뺺헹뷡릹ꆡꆡ훐춼럖샠뫅:F724컄쿗뇪쪶싫:A컄헂뇠뫅:1671-2714(2006)06-0058-03ꆡꆡퟔ폐욷없폖돆훐볤짌욷없,쫇튻룶쿠뛔훆퓬돉쫬,쿖뷗뛎컒맺ퟔ폐욷없뒦폚틔돉놾볛룱폅쫆짌욷없뗄룅쓮,1978쓪얷훞쇣쫛탐튵킭믡냑쇣쫛캪쒿뇪뗄돵벶뷗뛎,죧뫎듓욷없뺭펪뗄룟뛈살붨튵뗄ퟔ폐욷없뚨틥캪:랲쫇쿻럑헟닺욷쫇틔엤쿺솢욷없퓋ퟷ믺훆,맦뮮ퟔ폐욷없뗄햽싔,탨튪쇣쫛짌샻틦캪ퟅ퇛뗣,늢쟒틔엤쿺헟뗄쏻ퟖ믲짌뇪캪웳튵뛔쿖폐뗄뺺헹뷡릹뷸탐좫쏦뗄럖컶ꆣ퓚듋믹쏻돆,춨맽쿺쫛헟ퟔ벺쫐뎡춨슷쿺쫛돶좥뗄짌욷뒡짏쏷좷ퟔ폐욷없짌욷뗄뚨캻,틔ퟔ폐욷없잿뮯캪ퟔ폐욷없(쯎폀룟,2003)ꆣퟔ1926쓪펢맺십웳튵뺭펪짏뗄닮틬뮯폅쫆,퓶볓웳튵뗄컞탎닺,쪨냙믵벯췅뾪쪼쿺쫛ퟔ벺뗄ꆰ쪥쏗룟ꆱ없짌욷틔퓶뷸맋뿍뛔욷없뗄훒돏뛈ꆣ살,ퟔ폐욷없퓚얷쏀맺볒뗃떽쇋톸쯙랢햹ꆣ짏쫀볍90쓪듺틔살,쯦ퟅ쇣쫛튵솬쯸뺭펪뫍맺볊뮯ꆢ듳탍뮯뗄랢햹쟷쫆,ퟔ폐욷없퓚얷쏀뗄랢햹죕붥돉쫬,쯼쏇욾뷨엓듳뗄닉릺솦솿ꆢ쟾뗀훕뛋폅쫆뫍쿖듺뮯뗄펪쿺쫖뛎,틔웤뗍돉놾폅쫆ꆢ믵볜폅쫆뫍쟾뗀뿘훆폅쫆,돉캪튻막훘튪뗄욷없솦솿ꆣ튻쿮평훸쏻췸싧쎽쳥벰쫐뎡뗷닩릫쮾AC쓡뛻즭쳡릩춼1ꆡ싵뿋뛻ꆤ늨쳘뺺헹뷡릹쒣탍[1]3뗄퇐뺿놨룦쿔쪾:ퟔ폐욷없퓚좫쟲뗄룷룶쟸폲뚼퓚믽벫뗘췆뚯쇣쫛튵컱뗄퓶뎤,2003쓪좫쟲룹뻝싵뿋뛻ꆤ늨쳘ꆰ컥솦뺺헹쒣탍ꆱ,뛔쇣쫛36룶쫐뎡훐뻍폐죽럖횮튻뗄쫐뎡ퟔ폐욷없웤퓶뎤쯙튵ퟔ폐욷없쏦쇙뗄뺺헹뷡릹뷸탐틔쿂럖컶ꆣ뛈뎬맽쇋훆퓬짌욷없뗄랢햹쯙뛈,웤훐폐냫쫽틔짏쪵쿖쇋솽캻쫽뗄퓶뎤ꆣ튻ꆢ탂뷸죫헟뗄췾킲듳컒맺뗄쇣쫛웳튵퓚뷼벸쓪뗄랢햹ힳ듳훐,튲늻뛏뗘췆돶쇋튻킩ퟔ폐욷없,죧솪뮪벯췅췆돶뗄쫐뎡탂뷸죫헟뗄볓죫믡듸살탂뗄짺닺쓜솦,ꆰ쯕퇅ꆱ없풡컀폃욷ꆢ냙낲뻓붨훾닄쇏뎬쫐뗄ꆰ냙볓뻧쫐뎡뗄뺺헹ꆣ뛔폚쇣쫛짌뗄ퟔ폐욷없살쮵,샶닊ꆱ춿쇏벰뗆뻟뗈ꆣ쿠뛔얷쏀맺볒ퟔ폐욷없뗄뷸죫췾킲뗄듳킡좡뻶폚돊쿖뗄뷸죫뇚생뫍뷸죫헟뿉쓜폶떽뗄쿖폐쫘돉헟뗄랴믷돌뛈ꆣ쫕룥죕웚:2006-03-28;탞믘죕웚:2006-06-27ퟷ헟볲뷩:헅폱죙(1971-),얮,벪쇖뎤뒺죋,맜샭톧쮶쪿,붲쪦,퇐뺿랽쿲:펪쿺햽싔맜샭ꆣ
뗚6웚헅폱죙:쇣쫛튵ퟔ폐욷없뺺헹뷡릹럖컶591ꆢ탐튵뷸죫뇚생뗍ꆣ쇣쫛짌퓚뾪랢ퟔ폐욷없쪱,튻냣뛠톡퓱죕폃욷ꆢ틻쇏ꆢ쪳욷뗈캪쟐죫뗣,헢뛾ꆢ릩펦랽쳖볛뮹볛뗄쓜솦죵킩닺욷쿻럑헟릺싲욵싊룟ꆢ릺싲럧쿕뗍ꆢ떥볛뗍쟒벼쫵몬솿늻룟,튻냣뚼쫇욷없틢쪶늻잿믲욷없ퟔ폐욷없닺욷뗄살풴훷튪폐솽룶,튻쫇쇣쫛뮻돉놾뷏뗍뗄짌욷,닺욷놾짭뗄닮틬뮯돌뛈킡,쎻짌뫳쿲튻쳥뮯ퟔ탐짺닺,룼뛠뗄쫇톰헒튻킩뫏ퟷ폐쏷좷뗄탐튵쿞훆헾닟,놾탨쟳뷏킡,탐튵뷸죫믯냩,뚨훆쳹없볓릤ꆣ컒맺듦퓚듳솿뗄훐킡웳튵,뇚생뗍ꆣ쯦ퟅ컒맺룄룯뗄뷸튻늽짮뮯,짌욷쫐뎡풼햼웳튵ퟜ쫽뗄99%,평폚웤ퟔ짭쪵솦폐쿞,늻죕틦랱죙,듳뛠짌욷틑늽죫쇋싲랽쫐뎡ꆣ뷼벸쓪,쓜ힼ좷냑컕쿻럑탨튪뫍돉릦퓋ퟷퟔ틑뗄욷없,쯻듳탍쇣쫛짌튵퓚맺볒헾닟뗄럶돖쿂뗃떽쇋톸쯙랢쏇룼풸틢폫쇣쫛짌뫏ퟷ,쳡릩짺닺쓜솦,쪵쿖폅쫆햹,폈웤쫇솬쯸뺭펪뗄듳탍쇷춨웳튵쪵솦톸쯙엲뮥늹,헢캪뷢뻶짺닺솦솿쳡릩쇋놣횤ꆣ쯦ퟅ짌욷헍ꆣ룹뻝짌컱늿짌튵룄룯랢햹쮾냤늼뗄쇏쿔뿘훆좨듓훆퓬짌쿲쇷춨쇬폲,뛔폚튻킩뻟폐뷏쪾[3]:2004쓪좫맺짌튵솬쯸웳튵잰30잿뗄뺭펪듳맦쒣뫍솼뫃탅폾뗄쇣쫛짌,퓚폫릩펦랽뗄붻틗맦쒣뷸튻늽삩듳,햼좫짧믡쿻럑욷쇣쫛ퟜ뛮뗄뇈훐햼폐폐샻뗄뗘캻ꆣ쇣쫛짌튪볓잿뛔ퟔ폐욷없릩훘듯떽%,폫2003쓪춬웚쿠뇈쳡룟쇋룶펦짌뗄톡퓱뫍맜샭,퓚놣횤훊솿뗄잰쳡쿂쪵쿖뗍냙럖뗣ꆣ웤훐냙솪벯췅ꆢ놱뺩맺쏀뗧웷ꆢ듳솬듳짌돉놾;튪볓잿춬훐킡웳튵뗄뫏ퟷ,탎돉튻뚨뗄볛횵벯췅ꆢ쯕쓾뗧웷벯췅4볒웳튵뗄쿺쫛뛮뻹뎬맽춬쏋,쪵쿖쮫펮;튪맘힢훆퓬짌뗄잰쿲튻쳥뮯헻뫏200틚풪,뎬맽100틚풪뗄폐15볒,헢캪랢햹ퟔ햽싔,춨맽뚨캻짏뗄닮틬뮯,쪵쿖뺭펪짏뗄닮폐욷없쳡릩쇋잰쳡쳵볾ꆣ쒿잰컒맺쇣쫛튵뗄샻죳틬뮯ꆣ뿕볤퓚뎤웚뗄듙쿺볛룱햽뗄듲톹쿂틑뺭럇뎣폐쿞,쇣쫛맦쒣뗄뿬쯙삩헅뫍탐튵뺺헹뗄볓뻧,쪹짌죽ꆢ쳦듺욷뗄톹솦듳튵놾믽벫톰헒탂뗄샻죳퓶뎤뗣ꆣ뺡맜ퟔ폐욷없짌욷뗄쫛볛뇈훆퓬짌욷없짌욷뗍,떫쎫샻늢늻뗍ꆣ쿠뛔폚쇣쫛짌뗄ퟔ폐욷없,쳦듺욷뿉틔샭뷢죧컖뛻싪뗄ퟔ폐욷없짌욷ꆰsamꆯschoiceꆱ뿉샖,캪맣랺듦퓚뗄훆퓬짌욷없닺욷ꆣ퓚욷없맩쫴닟싔볛룱뇈웕춨뗄뿉샖뗍10%,샻죳좴룟돶10%,퓚훐,쾰맟짏붫욷없닟싔럖캪훆퓬짌욷없닟싔뫍ퟔ웤룷쏅뗪뗄쿺쫛훐쿺쫛솿뷶듎폚뿉뿚뿉샖ꆣ(엡폐욷없닟싔ꆣ퓚뒫춳뗄짌튵쇬폲,훆퓬짌욷없튻솈,2005)쇣쫛짌평폚웤뺭펪뗄맦쒣뫍럖쿺쟾뗀횱틔살뒦폚횧엤뗘캻,퓚컒맺쿖뷗뛎쿻럑쫐뎡훐,뗄폅쫆,캪ퟔ폐욷없짌욷뷸죫쫐뎡쳡릩쇋폐샻쳵룼뛠뗄짌욷캪훆퓬짌욷없짌욷,틲뛸ퟔ폐욷없뗄볾ꆣ럡뫱뗄샻죳듌벤ퟅ탂볓죫헟,맺쓚늿럖듳탍튻룶잿폐솦뗄뺺헹뛔쫖쫇춬샠뗄훆퓬짌욷없닺쇣쫛튵튲헽퓚뎢쫔췆돶ퟔ폐욷없닺욷,늢붫웤ퟷ욷ꆣ훆퓬짌욷없닺욷믲욾뷨웤폅탣뗄욷훊ꆢ뷏룟캪웳튵탂뗄뺭볃퓶뎤뗣ꆣ컒맺룹뻝볓죫WTO뗄뗄쫐뎡죏횪뛈뫍욷없탎쿳,펵폐뷏룟뗄욷없훒돏맦뚨,쇣쫛튵쿖틑뛔췢좫쏦뾪럅,맺췢듳탍쇣쫛웳뛈뫍훚뛠ힷ쯦뿍뮧;믲욾뷨웤뎤웚듓쫂짺닺퇐랢튵퓚훐맺춶뗄늽랥볓뿬ꆣ헢킩웳튵평폚춻웆쇋뗄뺭퇩뫍벼쫵폅쫆,쳡릩듳훚뮯뗄컯쏀볛솮뗄닺풭폐뗄쎳틗뇚생뗄뻖쿞,웤럡뢻뗄ퟔ폐욷없퓋ퟷ욷ꆣ뛔폚쇣쫛짌뛸퇔,폈웤퓚컒맺ퟔ폐욷없룕웰뺭퇩,뛔컒맺룕웰늽뗄ퟔ폐욷없붫닺짺뷏듳뗄늽뷗뛎ꆢ쯹햼뇈훘뷏뗍뗄뻖쏦쿂,쇣쫛짌펦짷훘럖돥믷ꆣ컶ꆢ쏷좷뚨캻,톰헒돶쫊틋뗄닺욷훖샠,췆돶ퟔ폐2ꆢ쿖폐쫘돉헟뗄랴믷뷏죵ꆣ평폚쇣쫛튵ퟔ폐욷없짌욷ꆣ욷없닺욷뛠쫽뷶퓚룷쇣쫛짌뗄솬쯸뗪워쓚쿺쫛,퓚ퟔ폐욷없닺욷뗄췆맣훐,쿻럑헟뗄쿻럑쾰뛸뷏짙붫웤췆맣떽헻룶쫐뎡,뛠샻폃ퟔ짭뗄믵볜맟폐듽뷸튻늽엠폽ꆣ쿻럑헟뛔ퟔ폐욷없뗄돵늽죏폅쫆닉좡뗪쓚뒫떥ꆢ맣능ꆢ몣놨뗈랽쪽뷸탐탻뒫,쪶죔춣쇴퓚뗍볛뗍훊뗄닣쏦짏,볓횮ퟔ폐욷없짌춨맽펪튵췆맣뗄랽쪽,틔볛룱뗍솮컼틽맋뿍뗄릺욷듳뛠늻믡쿱훆퓬짌욷없튻퇹춨맽맣랺뗄듳훚쎽싲ꆣ틲뛸,쿖폐쫘돉헟튻냣늻믡뛔탂짺뗄ퟔ폐욷뷩뷸탐짮죫뗄쫐뎡췆맣,쿻럑헟뛔ퟔ폐욷없뗄죏없뗄돶쿖ퟶ돶벤쇒뗄랴믷뻙뚯ꆣ횪뛈늻룟,뇤쿻럑헟뗄릺싲쾰맟뮹탨볓틔쪱죕ꆣ
60헣붭쫷죋듳톧톧놨2006쓪쇣쫛짌평폚뛔짌욷훊솿뗄볠뿘늻떽캻,떼훂ퟔ폐욷없닺욷틽웰쿻럑헟훊솿춶쯟뗄낸샽늻쪱볻훮놨컥ꆢ쿖폐뺺헹뛔쫖볤뗄헹뛡죵뛋ꆣ죧얷짐뎬쫐뗄쟥?뮨쾴랢쮮틽웰뗄쿻럑헟췑랢쫂볾ꆢ놱뺩컯쏀뎬쫐쪳욷컀짺늻뫏룱뗈뢺쏦놨평폚컒맺뗄ퟔ폐욷없짐뒦폚뎢쫔뷗뛎,듳탍떼뛔웳튵뗄짹폾듸살늻솼뗄펰쿬,떼훂쿻럑헟뛔뗄좫맺탔솬쯸뺭펪뗄쇣쫛짌뛠틑뾪랢돶쇋룷ퟔ뗄ퟔ폐욷없짌욷뗄죏횪뛈쿂붵ꆣퟔ폐욷없,쯹틔뺺헹돌뛈튻냣ꆣ떫평폚뾪랢뗄닺욷춬훊뮯쟷쫆쏷쿔,헢뇘좻떼훂붫살뺺헹뗄볓뻧ꆣ쯄ꆢ싲랽?볛뗄쪵솦퓶잿췢쇣쫛웳튵쿖틑뾪랢돶듳솿뗄ퟔ폐욷없짌욷,맺췢ퟔ폐욷없붫틔웤돉쫬뗄뺭펪쒣쪽뫍욷없탎쿳쇣쫛짌ퟔ폐욷없뗄돶쿖캪쿻럑헟쳡릩쇋룼듳뛔맺쓚뗄ퟔ폐욷없탎돉룼듳뗄돥믷,볓뻧쇣쫛튵뗄톡퓱뿕볤볤뗄뺺헹ꆣ,볓뻧쇋싲랽쫐뎡쿂춬샠닺욷뗄뺺헹,뛸쿖탐쇣쫛짌맽뛈뗄듙쿺헛뿛,떼훂싲랽뛔붵볛퓚컒맺쿖뷗뛎,ퟔ폐욷없틑돉캪짌튵랢햹뗄뗄웚췻돌뛈늻뛏짏짽훘튪쟷쫆횮튻ꆣ춨맽뺺헹뷡릹럖컶,뿉틔뾴돶,쒿,탎돉룼뛠뗄볛룱웚듽ꆣ죧룷듳짌뎡ꆢ뎬쫐쎿럪뷚볙죕뾪햹뗄싺뻍쯍믮뚯,듓잰뛔폚맺쓚늿럖쇣쫛튵쪵쪩ퟔ폐욷없햽싔볈폐믺퓧웚뗄싲폶,폖폐췾킲ꆣ폐쳵볾뗄쇣쫛튵펦퓚잰웚쫔첽뗄300쯍30풪ꆢ50풪릺컯좯떽쿖퓚뗄싲400쯍200풪쿖뷰,헛뿛솦뛈늻뛏볓듳,헢쪹뗃쿻믹뒡짏,돤럖샻폃ퟔ짭뗄폅쫆,쏷좷뚨캻,쟷샻뇜럑헟룼뾴훘닺욷뗄볛룱,뛸뛔욷없뗄훒돏뛈쿂몦,볓뿬엠폽ퟔ폐욷없늽랥;쫊뛈삩듳ퟔ폐욷없짌붵욷샠뇰,욷없뮻쯙뛈뫜뿬,톡퓱짌욷쪱쫜볛룱ꆢ듙,춻웆틔볛룱캪쫖뛎뗄풼쫸,붨솢욷없퓋ퟷ쿺럹뛈뗄펰쿬뫜듳ꆣ볓횮죕폃욷ꆢ쪳욷뗈짌욷믺훆,볓잿폫릩펦짌뗄뫏ퟷ,틔ퟔ폐욷없캪튻룶탂놾짭벼쫵몬솿뷏뗍,뛠캪춬훊뮯탨쟳,볛룱돉캪춻웆뗣,쪵쿖맦쒣뫍쪵솦짏뗄랢햹ꆣ펰쿬쿻럑헟탐캪뗄ퟮ훷튪틲쯘ꆣ쇭췢,컒맺쒿잰탭뛠닺욷돽룶뇰뗄탐튵탔슢뛏욷없췢닎뾼컄쿗:,듳뛠쫽욷없뗄횪쏻뛈뷶뾿맣룦짏듳솿뗄춶죫살쳡짽[1]ꆡ[쏀]싵뿋뛻ꆤ늨쳘.뺺헹햽싔[M].놱뺩:뮪쿄돶냦짧,2003:3.횪쿾뛈,좱랦뎤웚뗄욷없뮯뺭펪,쫆뇘떼훂욷없[2]ꆡ쯎폀룟.욷없햽싔뫍맜샭[M].몼훝:헣붭듳톧돶냦짧,훒돏뛈늻릻ꆢ캴살뗄욷없뮻돉놾뗍ꆣ욷없뚨2003.캻샗춬[3]ꆡ엡솈,헅뇳,샮쇨럥.쇣쫛짌ퟔ폐욷없뛔훆퓬짌욷없뗄펰쿬,쳡릩뗄뛠캪릦쓜쫴탔쿠쯆뗄뇪ힼ뮯닺욷,좱짙닮틬뮯뗄쟩룐룶탔,헢킩잿뮯쇋싲랽뗄퇐뺿[J].뺭볃폫맜샭,2005,19(6):40-48.[4]ꆡ췵잿.싛듳탍쇣쫛웳튵ퟔ폐욷없붨짨[J].짌튵뺭볃,2004틩볛쓜솦ꆣ(10).OnPrivateBrandCompetitiveStructureofRetailBusinessZHANGYurong(ManagementSchoolofZhejiangShurenUniversity,Hangzhou,Zhejiang,310015,China)Abstract:Withtheexpansionofretailbusinessindomesticmarket,,studiesareundertakenonpri2vatebrandcompetitivestructurewhichretailbusinessisconfrontedwith,:retailtrade;privatebrand;competitivestructure(퓰죎뇠벭ꆡ쏏샲펢)
