摘 要 　　　连锁超市是我国商业零售业的主流业态。2004年我国对外资连锁超市设立的市场准入与资本准入限制被全面放开，几乎所有的世界零售巨头都通过各种形式进入了我国零售市场。外资企业利用他们先进的零售理念和自有品牌战略等，在我国零售市场上迅速扩张，给本土连锁超市带来了巨大的冲击。早在40多年前西方发达国家就已经开展了超市自有品牌的研究和应用，沃尔玛30%的销售额和50%的利润来源于自有品牌。自有品牌虽在我国大型连锁超市也陆续出现，但国内的连锁超市还没有广泛地应用自有品牌来参与市场竞争，对自有品牌的认识尚处于初级阶段。 　　　本文首先梳理了国外大型连锁超市自有品牌的发展现状及常用的自有品牌战略，以沃尔玛为典型案例介绍了沃尔玛自有品牌多元化、多品牌、定位明确、价格低廉、促销强劲等成功经验；用波特五力模型对我国大型连锁超市自有品牌所面临的行业竞争要素进行了分析，用SWOT分析法分析了我国大型连锁超市自有品牌战略发展的优势、劣势、机会、威胁，对华润万家自有品牌战略优缺点进行了剖析；借鉴国外大型连锁超市自有品牌发展经验，结合我国大型连锁超市自有品牌发展现状与存在的问题，提出了我国大型连锁超市自有品牌战略的策划方案。本文的研究将为我国大型连锁超市冲出经营困境提供有益的参考。

ABSTRACT 　　　Chain supermarket is the mainstream of China's commercial retail formats. In 2004, for the market access and capital access of foreign chain supermarket has established in China were open, almost all the world-famous retail giants enter the retail market in our country through various forms. Foreign companies used their advanced retail concept and its own brand strategy to expand rapidly in the retail market in China which brought the huge impact to the local chain supermarket. As early as more than 40 years ago, western developed countries have carried out the research and application of supermarket own-brand, 30% of Wal-Mart’s sales and 50% of the profits come from their own brands. Although private brands have appeared in succession in large chain supermarkets in China, the domestic chain supermarkets have not widely used their own brands to participate in market competition, the understanding of own brand is still in its infancy. 　　　Firstly, this paper combed and studied the status quo of development and advanced experience of the foreign large chain supermarkets’ private brand, and chose Wal-Mart as a typical case to analyze the situation about its own-brand strategy. Secondly, on the one hand, using Michael Porter's Five Forces Model to analyze the industry competition that Chinese large chain supermarket facing, this paper found that large chain supermarkets’ own brand in our country is facing the severe external and internal pressure. On the other hand, this paper used SWOT to analyze the strengths, weaknesses, opportunities and threats of development of private brand’ strategy, and analyzed the private brand strategy of Vanguard. Finally, through drawing lessons from the development experience of foreign large chain supermarkets’ own brand, combining with the development status and existing problems of China’s large chain supermarket own brand, this paper made proper strategy plan to it. The research has some reference for fighting the business distress of China’s chain supermarkets.