Study Of Retail Enterprises In China's Own Brand Strategy

Basing on the brand strategy of A.S. Watson & Co. Limited and the status ofprivate brand of the retailing in China, with the relevant theoretical knowledge andreasonable research and evaluation methods, this thesis proposes how to develop privatebrand strategy of the retail enterprises.Firstly, the article brings forward the background and function of studying theprivate brands, listing the relevant literature of theoretical knowledge, introducing theauthor's ideas and research methods. Then, it presents the basic concepts and theories ofknowledge relevant. In according with private brand of retail enterprises in thedevelopment process, the article describes the classification, strategies of supply anddiversity of the retail enterprises' private brand, explaining the connotation of privatebrand in retailing. It also mentioned the risk of implementing private brand strategy bythe retail enterprises. The third part focuses on the private brand strategy of A.S. Watson& Co. Limited. Through analyzing the Watson's private brand strategy, it reveals theprerequisites for the retail enterprises to develop their private brand as follows: a largeroperating scale, a good business reputation, and a perfect quality management system.The article evaluates the competitive advantages of brand strategy for the retailing, whichare product differentiation advantages, cost advantages, marketing advantage, customerloyalty advantages, and channels control advantages. Finally, the article draws theconclusions from the case of Watson's private brand strategy. It is imperative under thesituation for Chinese retail enterprises to develop private brand. According to the statusquo of China's retail business' development, it put forward the basic viewpoint ofdeveloping the private brand strategy for the retailing, which is marketing externally andmanagement internally, giving specific operational recommendations.