| Retailer’s private brand has gone through the development process from the firstgeneration to fourth generation, whose emergence is the innovation and development ofthe form of retailer and deeply change the relationship between retailers andmanufacturers. With the increase in competition of circulation domain as well as thegreat profits and economic benefits that private brand bring to the retailer, mostsupermarkets used private brand as a weapon in price competition. But private brandstarted late in the domestic market and the research and application about it began afterthe introduction of foreign-fund enterprises.Perceived price belongs to perceived lost that is concluded in the formula,perceived value=perceived profits/perceived lost. This formula is about customervalue. Customer value theory is a theory on improving customers’ perceived value,thereby enhancing customers’ willingness to buy. Customer price perception theory isabout customer’s psychological feelings of reference price and the explanation of thecause of the price changes. In practice, many companies’ marketing pricing strategy ismainly committed to improving customers’ perceived profits to improve customerperceived value, but they often overlook the effort that reducing customer’s perceptionof price can also increase the customers’ perceived value. Also they overlook theimportance of reference price and the explanation of the cause of the price changes incustomers’ minds.This article is aimed at the use of the theory of customer price perception that maybe ignored by the corporate to analyze the pricing strategies of Renrenle supermarket.Furthermore, this paper analyzes and summarizes the successful experience of thethree foreign supermarkets, Wal-Mart, RT-Mart and Carrefour. Through the comparativeanalysis of private brand strategies between the three foreign-funded enterprises andRenrenle, we find out the problems and shortages of Renrenle’s private brand strategies.In order to understand customer’s perception of Renrenle’s private brand andempirically analyze it, we put out questionnaires to gather information.On the basic of five price systems of customer price perception theory and the actual conditions of Renrenle supermarket, we propose some possible pricing strategiesfor Renrenle supermarket. For example, fully balance the proportion and effectivelycoordinate the price point between private brand and manufacturer brand. Timely andclearly explain the price up or down as well as large fluctuations.Finally, we elaborate the safeguard measures of private brand pricing strategyimplementation of Renrenle supermarket from four aspects, as well as theimplementation process may encounter problems and measures to solve these problemsand matters needing attention. |
