The proportion that the retailer develops the own brand grows to even greater heights, domestic large retailers develop the own brand one after another and private labels (PBs) invade and occupy the market badly. The retailer develops the own brand challenging the leading brand of the market directly and under the situation with limited shelve space, the relationship between them changes and becomes rival meaning from the original cooperation. How should the retailer obtain an equalization point when make the competitive rivalry for the growth of its own brand from originally act manufacturers' consumer role? For manufacturers, how to protect the negotiation price space with shelve to the retailer, and how to keep making a profit in their consumers¡¦ brand loyalty? This research by interviewing both two sides to explore the future trend of PBs, what strategies will manufacturers take to avoid PBs¡¦ threats , what market size will be the PBs¡¦ limit and which two sides achive their balance point.
Through summarizing the papers , developing the research process of this thesis and using the research method of case study to combine theory and experiment.By interviewing the leading brands of consumer goods and food industry and experienced retailer on PBs, after analyzing and comparing, to draw a conclusion to collect above objectives.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0716106-164500 |
| Date | 16 July 2006 |
| Creators | Chang, Yung-Chi |
| Contributors | Cher-Min Fong, Hsien-tang Tsai, Jen-Jsung Huang, Cher-Hung Tseng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0716106-164500 |
| Rights | not_available, Copyright information available at source archive |
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