| Through the competition of product differentiation,especially the competition of product brand differentiation,it is one of the important basic strategies for domestic retail terminal enterprises to cope with the continuous change and subversion of the new retail market and improve the bargaining power of the manufacturing enterprises of the same kind of products.Retail enterprises should change the traditional brand positioning of low quality and low price,gradually transform to the middle and high end of the commodity brand,better shape the overall image of the enterprise,attract the high end and end customers in the market,so as to improve the operating profit of the enterprise,such as the "Huiyi" series of cleaning products launched by Wal-Mart supermarket.This kind of retail enterprise is positioned in the middle and high end own brand,the product quality is fine.Good,the sales price is also similar to the brand of the same kind of products,even higher than the price of the same kind of products,but also recognized and accepted by market customers.In the past 40 years of reform and opening up in China,the market economy has developed rapidly,and the retail terminal market pattern has undergone great changes,but the domestic retail terminal enterprises have few own commodity brands,especially the development of the middle and high end self-owned commodity brands is slow and the development quality is not good.In the customer’s understanding,the domestic own brand belongs to the low quality and low price,can not compare with the specialized similar product enterprise brand product.Well,the key problem for retail enterprises to develop their own commodity brands is how to benefit.This paper discusses the domestic and foreign background,the significance,research structure,research methods and innovation of this study one by one,and reviews and comments on the research literature of exquisite packaging,price promotion,perceived quality gap and customer brand premium payment willingness,respectively,and finds out the research perspective of this paper.Combined with the research results of similar product brands and retail enterprises’ own brands,two dependent variables,exquisite packaging and price promotion,are constructed,the intermediary variables of brand perceived quality gap and product knowledge adjustment variables are introduced,and the relationship model to customer premium willingness to pay is introduced,and the literature theory is adopted.Through questionnaire survey,data collection and analysis,as well as empirical test and result discussion,this paper draws the conclusion that the exquisite packaging of products will have a negative effect on the perceived quality gap of retail enterprises’ own brands,and the price promotion will have a positive impact on the perceived quality gap of retail enterprises’ own brands.There is a negative relationship between the perceived quality gap of retail enterprises’ own brands and the willingness of customers to pay premium;the perceived quality gap between their own brands and similar products in retail enterprises,in the two external clues of exquisite packaging and price promotion,is a negative relationship between the perceived quality gap of their own brands and the perceived quality of similar products.Customer product knowledge plays a negative role in the relationship between the two external clues of fine packaging and price promotion of retail enterprises,and the relationship between customer product knowledge and brand perceived quality gap.Based on the relevant conclusions of theoretical and empirical research,this paper puts forward some suggestions for the future development strategy of retail enterprises’ own brands,and reflects on the shortcomings of this study,and has a more comprehensive and in-depth understanding of the relationship and mechanism between brand marketing strategies and customer premium willingness to pay. |
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