Study On Private Brand Strategy Of Chinese Retailers

Retailer private brand strategy is as the fresh and life-force offset which is bred by the retail marketing theory matrix.It speeds to alter retail industry traditional function and position. Appearance of private brand strategy causes retail marketing strategy and tactics to carry through transforming uninterrupted in span and depth.Probing into brand inchoation,continuation and innovation in retail trade becomes importance writings which are best full of challenge and determination in the retail theory position.This article scans Chinese retail corporation position alteration,analyses reason feasibility about Chinese retail corporation transferring to private brand strategy and brings forward adopted marketing strategy from marketing channel system transformation.On the base of combining Chinese realism and the situation of a country,the article constructs three dimension model of Chinese retailer's private brand strategy,namely enterprise fame-shop visualization dimension,chain management dimension,supply chain reconstruction dimension and it discusses the equilibrium direction between tradesman private brand and manufacturer's in dynamics.