Chinese Retail Enterprises Own Brand To Create Study

China's rapid economic growth and the big improvement of household consumption's level attract many multinational retail enterprises to focus on the Chinese retail market. Especially in the end of 2004, China opened the retail market according to the WTO agreement, and our retail business has suffered an unprecedented shock. Foreign-funded retail enterprises particular emphasis on brand strategy, pay more attention on the well-known brand's advantage and consider its own brand as a key tool during the competition. Major foreign retail giants operated in China using the own-brand strategy, such as Wal-Mart, Carrefour, and Metro etc. At the same time, China's retail enterprises follow them to create their own brand one by one. Compared to foreign countries, China's own brands of retail only stay at the initial stage, which means there is a huge distance in the level of well-known and economic benefit. Therefore, this paper wants to solve two fundamental questions: First, the requirement of Chinese retail enterprises to create its own brand; Second, how to create its own brand effectively for Chinese retail enterprises.This paper based on previous theoretical studies, combined the successful practice of large-scale retail enterprises creating its own brand, tried to explore how to create its own brand. Based on the foreign theory, analyze the significance of the retail enterprise to create its own brand at first. Research the situation of own brand for retail enterprises in the worldwide, and find out the problems for Chinese retail enterprises during the process of the creating own brand. Then, analyze the external conditions from the economic environment, consumer behavior, as well as manufacturers; discuss the internal conditions from the size and reputation, product development, quality control, and management aspects. Combine the characteristics of their own brand, made a commitment to create a competition for ideas to create, construction, and improvement strategy for the stage to create a brand value of the assets created for the goal model, which is committed to the creation of strategic concepts for guidance, to lay the foundation for its own brand equity goals; building strategy is to create a concept as a guide, the accumulated assets of its own brand objectives; to improve the strategy is guided by the concept of competition to enhance their own brand equity as the goal. Finally, propose a specific process and implementation strategy for the three-stage strategy separately, and create two key points for its own brand to select category and supplier.In the quantitative level, respectively, from the given category based on the choice of GE Matrix model with supplier's fuzzy comprehensive evaluation model for China's own-brand retail companies created to provide guidance and reference.