Strategic Research About Creating Private Brand In Chinese Retailing Enterprises

The management of domestic retailing enterprises is increasingly homogeneous, no obvious differences existing between them. With our retailing opening to the outside world, foreign large retailing enterprises have come into China's retailing with their advantages in management and capital, causing the already spirited competition to be fiercer with many retailers falling into a hobble. Therefore, seeking new developmental ways has become an extremely important problem our domestic retailing enterprises have to be faced with.Private brandstrategy as a revolution in retailing management is becoming a new focus of global commercial development. The construction and implementation of the private brand strategy will be the dynamo for the sustainable development of retailing in China. By surveying the whole history of development abroad, the private brand success can provide unique competitive advantages for retailing suffering from homogeneous competition so as to offer higher customers'loyalty and profits.Based on a summary of the formers'theories and research in addition to Watson's successful private brand cases, an attempt has been made in this thesis to explore the construction and implementation of the private brand strategy. On the basis of such theories as brand theory, product life cycle theory, consumer behavior theory and positioning theory, the author analyses the macro environment and internal conditions of domestic retailing, studies the characteristics of products suitable for private brand strategy in our domestic retailing, puts forward some proposals for private brand strategy of development by stages in our domestic retailing, and explores the implementation of strategy in the four stages. Considering strategy of development by stages to be based on the product life cycle theory, the author argues that different stages should have different requirements of private brand strategy in retailing.By implementing every step of private brand strategy, our domestic retailing enterprises, large chain supermarkets in particular, may put the strategic thoughts discussed in the thesis into practice lest people only talk about private brand strategy without any action as they used to do. In the last chapter, the chapter of conclusions and prospects, the author summarizes the research results of the thesis, points out the deficiencies of the research at the same time, comes up some suggestions which the author regards as feasible for the subsequent research, and predicts the prospects of the theory.