A Study On The Supply Chain Management Of Metro China Own Brand Articles

In the development history of the own brand, this dissertation selected several representative retail owners as the analopy in the own brand field, such as Marks & Spencer, Watson and Wal-Mart. By the analysis and comparison between the feature of the own brand articles and the market response in different detail owners,finding out the problems in the supply chain of Metro China own brand articles and trying to find the solution.Metro China began to develop own brand project since 2003. As the international leader in the self-service wholesale, Metro China tightly push the own brand project on the base of the unique classification of target customers, making the difference between Metro and other competitors in the own brand field. But there are still some problems in the supply chain management of Metro China own brand, such as Metro lonely takes the risk of own brand articles loss, the ways of the requirement collection are too limited, not take the full advantages of the unique cutomer relationship management and the strategic partmership is not deep enough.The main purpose of the dissertation is to make reasonable suggestion for the above problems, such as the article compensation within the agreed percentage after the fulfilment of yearly sales target, designing a questionnaire and collecting them in different ways, the mutual requirement information share between the customer department & the sales department from the side of qualitative forecasting and using the Simple Moving-Average Model or Linear Exponential Smoothing Model from the side of quantitative prediction, the test of adopting the VMI project, developing the new article with the strategic suppliers together and making the motivate mechanism for them.