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| Author: | Chen, Jingyu |
| Title: | The private brand strategy of large-sized retail enterprises dealing with general merchandise (original in Chinese) |
| Journal: | Commercial Economy and Management (c)
1997 : 1, p.38-40 |
| Index terms: | RETAILING MARKETING STRATEGY SHOPS CHINA |
| Language: | chi |
| Abstract: | The private brand (PB) strategy means the commodity- developing strategy of commercial retail trading. The strategic interests of large-sized retail enterprises' practising PB strategy are expressed as low price, characterisation and substantiation in the formation of good varieties, and multi-angle development strategy. The conditions for implementing it successfully are as follows: 1. the quality condition, increased functions and fine-looking of commodities, 2.choosing the commodities which are not closely associated with trade marks and ones in great demand and at low unit price. Besides, in operation , attention should be paid to low price, higher capacity of operation and marketing and giving publicity through advertisement. |
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