At present,Own-Brand decision has become a main obstacle to the development of Chinese enterprises and the country's economy.In this article,the author makes an integrated research on the basis of a summary of the litera- tures,gives it a theoretical support of information economics and the ideal of source-base,and gives it a framework base of strategic decision procedure mode announced by Papadakis,Lionkas and Chambers(1998).Then the author tries to provide a systematic explanation,explore the influential factors and the key success factors of the Chinese enter- prises' developing Own-Brand decision,and form a theory framework and the analytic framework on self-decision brand.