本文针对中国零售业日趋激烈的同质化竞争问题，通过调查北京地区中外零售商自有品牌战略实施情况的差异，结合我国零售商的实际情况，试图为其提供一种具有本土特色的竞争策略，提高其成功实施自有品牌战略的可能性

The retail industry in China is facing fierce competition after entering 21st century. This paper tries to carry out the research for the difference of private brand strategy between domestic and international retailers by surveying the practice of private brand strategy in Beijing. The paper explores a strategy with the local character and rises the possibility of achieving private brand strategy.