The Research On The Private Brand In The Dual-channel Marketing

In recent years, the dual-channel marketing has become the focus of the channel management theory research and the practice. But with the trial of retailer’s e-commerce, the private brand has been retailed on the web. The dual-channel marketing of the private brand has cause attentions of scholars. Now, most of inland retailers have taken part in the dual-channel marketing of private brand. But is the marketing mode a new way to make distinguishing feature for online shops of retailers? How should retailers use the dual-channel marketing of the private brand to demonstrating the value? This paper chooses a business chain group as the object of observation and analysis, and discusses questions of the dual-channel marketing.This paper gathers the known achievement of dual-channel marketing in several fields sufficiently, and then focuses the pricing based on the analysis of value chain mode, and wishes to find out the mechanism and suggestions for decisions of private brand in the dual-channel marketing. At last, this paper has summed up the paper and looked forward the future research of this problem. The conclusions of this paper as follows:(1) Relative to the manufacturer brand, the private brand has been more suitable for the dual-channel marketing for retailers;(2) The management system and profit model of local retailers have hindered the development of the private brand;(3) The online marketing of the private brand will change from pricing competition to the competition of service quality;(4) The development of the dual-channel marketing of private brand has different key point in different stages. We should follow the way of "value the online channel in the earlier stage, but value the offline channel in the later stage";(5) There is complementary relationship between the online channel and the offline channel. Retailers should carry out the pricing form as "the online price keeps low, and the offline price keeps high" in the earlier stage,and take the promotion strategy as "the online promotion focuses on the small amount, and the offline promotion focuses in large volumes".Innovations of this paper are as follows:The paper chooses the dual-channel marketing as the research perspective, and through the observation and analysis to reveal the private brand value chain of the entity and the virtual value chain structure. This paper has described the value of marketing activities of the private brand in the dual-channel marketing, and tried to compare and analyses the virtual value chain and entity value chain. The results can enrich the dual-channel marketing theory of the private brand.