关键词: 连锁零售企业, 自有品牌, 资源网络, 资源编排

Abstract: To develop the self-owned brands is an important competitive strategy for chain retail enterprises. However, few studies have analyzed the construction strategies and specific actions of chain retailers to identify, introduce and transform their own brands at the meso-level. Taking Sinopec Yijie developed its own brand“Zhuomaquan”as an example, this paper conducts an exploratory case study from the perspective of resource arrangement theory; it reveals a private brand building model that empowers new resources through network resource arrangement. The findings show that: (1) the process model includes the brand evaluation stage, the brand cultivation stage and the brand operation stage, as well as the corresponding capability evaluation strategy, the capability update strategy and the comprehensive integration strategy; (2) the scope of the arrangement of internal and external network resources is expanded step by step, so as to gradually realize the brand's resource endowment identification and development potential evaluation, resource authority acquisition and comprehensive capability development, resource authority control and comprehensive independent operation; (3) the brand has correspondingly experienced the role transformation from external brand to candidate brand, toselected brand, and finally to its own brand. The research conclusion shows that the development of private brands of chain retail enterprises is reflected as a new dynamic ability to empower new resources through resource network arrangement.

Key words: chain retail enterprise, self-owned brand, resource network, resource arrangement