The Strategy Of Private Brand Development For China Retail Enterprises

It is a fact that China retail enterprises are facing sharp competition at the present stage. Besides great impact from overseas retailers, a key reason for the situation is that native retail enterprises are competing at a low level with product homogeneity, which means they are marketing same or similar products and perform similar promotions and pricing. Under this background, to implement private brand strategy is attracting more and more retail enterprises in China. Private brand development enables the retail enterprise to take flexible adjustments to its product according to consumer's requirements and the life cycle of product so as to form product differentiation among different enterprises. This can not only make the retailer's product category structure more solid, but also strengthen its brand image in consumer's heart by importing the private brand to form different brand identification. Thereby, customer loyalty to the retail enterprise will be brought up and enhanced, and the enterprise will enjoy good development.First, in the introduction, the study analyzes background and significance of private brand development for China retail enterprises, which refers to two aspects: one is the impact on Chinese retail market brought by global retailers after China's entry into WTO; the other is the current situation for the retail business in China. It proves that to implement private brand strategy has been imperative under the situation of increasingly competitive domestic retail market. Then, the study summarizes surveys at home and abroad on private brand research and lists the research methods of this paper. In the second part, it analyzes the micro-environment for private brand development in China, which gives affirmation to the retail enterprises for private brand development from three main aspects: supplier, competitor and end consumer. In the third part, it analyzes the private brand development by using SWOT matrix. In the fourth part, it shows the prerequisites for a retail enterprise if it intends to develop its private brand. Finally, the study analyzes the strategy of private brand development for China retail enterprises from the perspective of marketing and strategic management, and brings forward the author's own opinions on how to enhance competition advantages for China retail enterprises.