Dissertation > Excellent graduate degree dissertation topics show

Retail enterprises in China 's own brand strategy

Author: MaXiao
Tutor: XiongWei
School: University of Foreign Trade and Economic
Course: Business Administration
Keywords: private brand retail enterprises Watsons
CLC: F721
Type: Master's thesis
Year: 2006
Downloads: 2167
Quote: 3
Read: Download Dissertation

Abstract


Basing on the brand strategy of A.S. Watson & Co. Limited and the status ofprivate brand of the retailing in China, with the relevant theoretical knowledge andreasonable research and evaluation methods, this thesis proposes how to develop privatebrand strategy of the retail enterprises.Firstly, the article brings forward the background and function of studying theprivate brands, listing the relevant literature of theoretical knowledge, introducing theauthor’s ideas and research methods. Then, it presents the basic concepts and theories ofknowledge relevant. In according with private brand of retail enterprises in thedevelopment process, the article describes the classification, strategies of supply anddiversity of the retail enterprises’ private brand, explaining the connotation of privatebrand in retailing. It also mentioned the risk of implementing private brand strategy bythe retail enterprises. The third part focuses on the private brand strategy of A.S. Watson& Co. Limited. Through analyzing the Watson’s private brand strategy, it reveals theprerequisites for the retail enterprises to develop their private brand as follows: a largeroperating scale, a good business reputation, and a perfect quality management system.The article evaluates the competitive advantages of brand strategy for the retailing, whichare product differentiation advantages, cost advantages, marketing advantage, customerloyalty advantages, and channels control advantages. Finally, the article draws theconclusions from the case of Watson’s private brand strategy. It is imperative under thesituation for Chinese retail enterprises to develop private brand. According to the statusquo of China’s retail business’ development, it put forward the basic viewpoint ofdeveloping the private brand strategy for the retailing, which is marketing externally andmanagement internally, giving specific operational recommendations.

Related Dissertations

  1. Study on Reputation Evaluation of the Medicine Retail Enterprises in Consumer Perspective,F721;F224
  2. A Study on the Impact of Knowledge Stickiness and Organizational Social Capital on Knowledge Transfer of the Multinational Retail Enterprise,F721
  3. Supply Chain Management Group 's business model innovation analysis,F721
  4. Applied Research on SPA in Chinese Apparel Enterprises,F426.86
  5. Research on Mobile Phone Chain Retail Enterprise’s Function Change and Their Marketing Strategies,F721.7
  6. An Empirical Study on the Effect of Developing Private Brand on Collaborative Level between Retailer and Supplier,F224
  7. On the Improvement of the Regulatory System for Drug Retail Enterprises,F203
  8. The Research on the Customer Purchase Intention of Private Brand Based on Brand Trust,F273.2
  9. Strategic Research about Creating Private Brand in Chinese Retailing Enterprises,F721
  10. Research of Development Strategy of Private Brand of Large-scale Retail Enterprise in China,F721
  11. Chinese Indigenous Brand Automobile Development Stragegy Study,F426.471
  12. The Empirical Research on the Influence of Store Image on Private Brand Trust and Purchase Intention,F721
  13. Study the Strategy of Creating Private Brand for Our Garment Enterprise,F426.86
  14. Co-op Advertising Models under National Vs. Private Brand Competition and Direct Vs. Indirect Channel Competition,F224.32
  15. Research on Brand Strategy of Chinese Retailing Enterprises,F721
  16. Segmentation Research of Private Brand Customer in Hypermarket,F721.7;F224
  17. Research Perceived Quality of Private Brand Merchandise in Retail Enterprises,F713.32
  18. Supermarket chain enterprises in China 's own brand strategy,F721.7
  19. Of retailers own brand marketing strategy,F721
  20. OEM and agency enterprise decision,F272

CLC: > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational
© 2012 www.DissertationTopic.Net  Mobile