The Study Of Private Brand Strategy Of Chinese Large Supermarket Chain

Domestic large supermarket chains similar to the increasingly serious business, between the lack of significant difference, as China's retail sector to the outside world, foreign large supermarket chains convenience store, the original will be very fierce competition has become extremely tragic result profits plummet, a lot of a large supermarket chains has been the plight of survival, to seek a new way to the development of China has become a large supermarket chains must consider the important issues.Private strategy as a business operating a retail revolution, is becoming an increasingly global business development of the new hot spot, China's large supermarket chains Construction of private brand strategy and implementation, will be China's large supermarket chains with the sustainable development to power. Looking at large supermarket chains abroad history of the development of its private brand of success can be caught in the competition of similar large supermarket chains bring unique competitive advantages, to the supermarket to bring higher customer loyalty and higher profits.This paper summarized previous research on the basis of the theory of China's large supermarket chains private brand strategy and implementation of the Construction of the attempt to explore. The author of the brand, integrated marketing communication theory, the product life cycle theory and positioning theory based on analysis of China's large supermarket chains by the survival of the macroeconomic environment, and our country's large supermarket chains internal conditions on the suitability of China's large supermarket chains in private brand strategy of product characteristics. On this basis, China put forward the strategy of large supermarket chains model, including: resource integration strategy, the core product strategy, integrated communications strategy, stage of development strategies.Then, large supermarket chains in China, under the guidance of strategic model, the author gives China's large supermarket chains own-brand strategy for the concrete implementation steps, including: freedom of brand positioning, the creation of its private brand, its private brand of communication and self - maintaining a brand. Own-brand strategy through each step of the implementation of China's large supermarket chains can be above the strategic thinking into practice, thereby avoiding the previous own-brand strategy empty.The final part of the article was the conclusions of this paper and Outlook section, the author of the first paper summarized the results of research on, but also pointed out the shortcomings of this study and its follow-up study that viable proposals.