Supermarket Chain Enterprises In China's Own Brand Strategy Research

Since entered Chinese market for ten years, Wal-Mart & Carrefour have been set up their strategy, the competition of the Chinese supermarket industry turn to white-hot appearance. The foreign companies still can get enough gain by their advanced management and so on. But many local supermarket enterprises have been annexed by them. Study their successful experience, private brand plays the important role. Private brand has the huge energy in strengthening the ability of supermarket enterprise. More and more local supermarket enterprises throw their vision to private brand, but nobody has been succeed . So, the researches of private brand are valuable. This article studied how the supermarket enterprise, consumer, manufactory to influence the private brand, and how to choose manufacturer by fuzzy comprehensive evaluation. In the end of this article, I supplied some strategies for local supermarket enterprises, such as enhancing the orientation of private brand, increasing the number of advertisement, actualizing TQM and so on.