Research On The Development Of Private Brand In Retail Enterprises

In recent years,with the development of Internet in our country,the sales of traditional retail enterprises have also shrunk greatly.Many traditional retail enterprises from the line have fought online,but also some of the traditional retail enterprises adhere to the development of private brands,access to third profit sources.At the same time,the fierce competition from foreign capital and large retail chain giants has made our local retail enterprises more competitive through their own brand strategy.However,the retail enterprises in China still have many limitations in the process of their own brand development,such as unclear product positioning,low price,low quality,lack of differentiation,innovation and so on.At the same time,China's retail enterprises own brand awareness is not high,but also hindered its development.Therefore,China's retail enterprises need to strengthen their own brand concept,clear market positioning,reasonable selection of product types,and increase development and marketing efforts.In this paper,through literature review,interviews and data analysis methods of A,typical of China's private retail enterprises own brand development in the process of reform,and achieved certain benefits,is also facing the analysis of the status of the huge financial pressure of low profit.According to the development status of private brand of retail enterprises in our country,combined with the analysis of the current situation of A company's own brand development,we find out the problems and potential threat barriers faced by A company in its own brand development.According to the research results,combined with the domestic retail industry status and success stories,analyze the theory of 4P and the low cost differentiation strategy for A company and China's retail enterprises brand development strategy and put forward feasible improvement measures.