Study On The Building Of Retail Enterprises’ Private Brand

With the accelerated pace of the national retail expanding in the world, the global retail market has undergone the tremendous changes. Retail enterprises which has its private brand rise rapidly, and the private brand will be a new strength of the retail’s development. For the retail enterprises, private brand not only can help them to make the full use of their own source advantage, reduce the cost, improve profits, enhance the leading position and control in the retail market,but also help the retail enterprise to promote the brand image, cultivate the customer loyalty on the shop. Today the commodity homogeneity increasing seriously, private brand has become a powerful tool in retail enterprises’ differential operation. In the domestic market, private brand has more and more attention of retail enterprises, So the research on the building of private brand will have an important theoretical and practical significance.This paper will start from the perspective of the retail enterprises, study on the domestic retail enterprises should be how to build their private brand. First, in the theory part, analysis the background and the significance of private brand, and on the base of the scholars’theory, clear the meaning of retail enterprise’s private brand, then introduce the development course of the private brand, and analysis the necessity and feasibility of domestic retail enterprises to develop the private brand. Secondly, emphasisly study the economic environment, suppliers, consumers and the enterprise’s conditions how to affect the building of the private brand. And then analysis the domestic retail enterprises’problems on building private brand, including consumers’ cognitive, product quality, brand positioning, marketing extend and the brand personality. Finally, to resolve these Problems, there will be some suggests on how to build the private brand.