Study Of Retailer Own-brand Marketing Strategy In China

Under the ages of the globalization, our country retail trade faces the increasingly vigorous competition. The retail trade became to know "the second profits source" -private brand. The several decades of development, the PB merchandise has already become the very important part of core competencies in the west countries. The PB can bring the retail business enterprise many advantages, such as the supply chain structure optimizing, the differing, the cost lowering, which are the source of the core competency. Our country's retail business enterprise has already known well the importance of PB. The theoretical study comes to the strategy field. Under the foundation of preceding study, this article from the marketing point of view focuses on the PB's development and marketing tactic. The article's purpose is providing the guidance and reference to the retail business which wants to practice the PB strategy.The article first discusses the circulation theory base of PB; then analyses the gap of our country and the west countries' PB development and realizes the reason of this question; in order to avoid the retail business enterprises' blindness in the PB program, the article analyses systemic the PB marketing tactic; meanwhile we point out that brand management and development track are the key factor of the PB program.Therefore, abiding by the researching train of thought and logical framework above, this article is divided into six parts:The first part: introduction. In this part, we mainly discuss the PB's research background, summarize and appraise the PB theories of foreign and domestic research, and point to the article's study angle of view.The second part: the theories foundation of PB. We try to discover the original theories which prop up the PB theory, and try to go forward the research: we construct the model of circulation dominant power transfer which includes interacting powers; we try to use the retail accordion hypothesis to explain the variety regulation of business enterprise boundary; we put forward the traditional...