Weight One Hundred Supermarkets (the Beibei Shop) Its Own Brand Image Of The External Research

With the development of economic globalization, the Chinese Supermarket Enterprises are facing with the powerful external shocks. Seeking the new growth points of profit and cultivating the core competencies are the common problems that all the Chinese supermarkets must be faced with. To solve them, it is necessary to implement the strategy of private brand and improve the images of private brand.This research takes the image of private brand in Chongqing Department Store as an a case, studying from the theoretical and the empirical aspects. First, it gives an in-depth investigation to the status quo of the private brand images in Chongqing Department Store, from the aspects of cognition of external public, the visibility and reputation of commodities, and loyalty and tendency to buy of consumers. Second, on the basis of investigation, it analyzes the weaknesses and main issues of the private brand commodity images in Chongqing Department Store, which lie in: the quality to be improved, the price to be adjusted, the service to be enhanced, the package lacking of features, the short of varieties, and the weakness in propaganda. Finally, the paper takes the above questions as breakthrough point, and gives a systematic analysis on the private brand in Chongqing Department Store. And also, it provides targeted recommendations and countermeasures according to the actual situations, in order to enrich the related theories of private brand, provide references to improve the images of private brand of local market chains in Chongqing. Still, it can promote the local market chains in Chongqing to make full use of their own resources and enhance the competitive strength. At the same time, it is quite useful, to some extent, for other types of supermarkets to carry out the image-building activities of the private brand.