Study On The Strategy Of Our Country's Retail Enterprises' Private Brand's Establishment

Under the background of the globalization, the competition of our country retailtrade is increasingly vigorous, in order to break away from embarrassedcircumstances of little profits, the retail enterprises view "the second profitssource"—private brand. After the several decades of development in the west, theprivate brand has become the important part of core competencies in the west retailenterprises. The private brand has many advantages, such as the supply chainstructure optimizing, the cost lowering, the differing, which are the source of thecore competency of the retail enterprise. Today, most part of our country's retailenterprises have already known well the importance of private brand merchandise,they imitate foreign capital retail enterprises to establish private brand, however, theprobability of success is very low, so the study about private brand's establishmenthas practical significance. The article mainly analyzed the condition of privatebrand's establishment and put forward the strategy of private brand's establishmentand its implement at present by combining practical condition of our country's retailenterprises, which was expected to provide some guidance and reference to privatebrand's establishment for our country's retail enterprises. The article firstly studiesthe theory base of private brand; then finds the gap by comparatively studydeveloping state of our country and foreign countries' private brand developmentand summing up successful experience about foreign private brand; the articlesystematically study environment where our country's retail enterprises establishprivate brand, analyses the profound reason about development gap between Chineseand foreign countries' private brand, and reaches a conclusion that our country'sretail enterprises can establish private brand successfully; in the end, aiming at thequestion which produce in the running of private brand, the article systematicallystudy the strategy of our country's retail enterprises private brand's establishmentand its implement.