The Research On The Development Strategy Of Private Brand In Shanghai Yichulianhua Supermarket

The western developed country has a history of more than 20 years to the research of the private brand of the supermarket and has made the considerable economic result in practical application-There are many product of private brand in international supermarket..But in inner market, a lot of chain supermarkets have not realized the value of the private brand yet, the management philosophy sticks to the established practice, have restricted the development of the private brand of supermarket of chain of our country.The thesis analyzes the status of Shanghai Yichulianhua Supermarket as a study target. In this way,,rhey have promoted the private brand to rise further in the international retail business. A lot of famous mega-stores mostly sell the private brand goods in the world. Today, the market fought for day by day unexpectedly fiercely, the increase of intermediate trader's market share, the private brand becomes a successful important weight of it And of our country private brand development of supermarket slowly, have own supermarket of brand appear in such odd metropolises as Shanghai, Different thinking have different tactics, and author think retail business , native country of China , utilize oneself press close to customer , channel extensive advantage develop the private brand, awkward situation on improve at present " domestic trouble and foreign invasion, crisis-ridden ", realize native country only way that retail business soars moreover.The appearance of private brangd has broken the traditional model,.It make the supermarket action more roles.This text just proposes confirming the private brand development strategy of the mega-store through SWOT analytical method on the basis of above-mentioned situations.