| Summary: | 碩士 === 逢甲大學 === 國際貿易所 === 97 === Abstract
In recent years, due to the domestic passages that are getting stronger, many different types of retailers either develop their own private brand products or marketing, and consumers are getting accepted by the own private brands, plus the economic activities between Taiwan and China are more frequent to become our country’s biggest subject in trading surplus, and China becomes the most important place to have our domestic investors invest. Within the increasing in domestic income in China, the fortune accumulation of its citizens in major cities, and abundant cash flowing into the China market from international businesses, China is now experiencing the phenomenon that is called leapfrog growth in a development pace different from other countries in consideration of their GDP growth. Such phenomenon is particularly apparent in consumption. Meanwhile, the development of retailers and chain stores in Taiwan has been more matured, especially in the development of hypermarkets and convenient stores that are the closest to general life. Those two kinds of retailing business are what the foreign investors aggressively try to join into the development of business. In view of that, many international businessmen with the experience called “Taiwan experience” have entered into the Chinese market, and their future development will thus become the center of attention.
Basically, the private brand is belong to the product that is large-scale and retailing chain, and it will bring the manufacturing a huge amount of profit, and make the domestic brands be in balance in order to become a bargaining chip to upgrade the retailers. More importantly, it can create differentiated competitive advantages for retail industry. Since the private brand is so important for retailers and consumers as well as the future trend, it is necessary for marketers to understand the consumer attitudes regarding to own brands and their purchase behavior. On the other hand, there are only few of foreign literatures that have explored the relationship between private brand and consumer attitudes, and so does the domestic research field.
Taiwan and mainland China have the similar Chinese culture background such as language, and culture. The experiences and track records in the development of related industries in Taiwan will be extremely valuable and applicable in the research of cross-strait business issues. However, beside the political regulation, and economic development in China are different from that in Taiwan, there are also other apparent difference in popularity, income, and poverty gap. Therefore, this paper will explore how the attitude of consumers in both Taiwan and China is to the own brand in discount mall?
The result shows that there is no apparent difference in education level and ages for both Taiwanese and Chinese consumers. The affects of the sales activities in the stores have no difference to both Taiwanese and Chinese consumers. But the consumers in Taiwan are not willing to spend time to collect the activity information of sales; the consumers in China have more sense of price, and financial budget than the consumers in Taiwan, and they are willing to create, and have various attempts. But they do not have the sense of quality. They are not easy to be professional marketers, and they do not really care about the others’ opinions. Beside according to the analysis results above, the research has some suggestions to the practice: 1) the own brand products still take price as the main advantage to attract consumers, but it has to enhance the quality of products. By the reason that the low-income consumers, or the consumers, who are sensitive to price, relatively adore the own brands. And the consumers will possibly buy the private brand products, which are at low price, more than luxury products. Therefore, the private brand market is still suitable for the products in lower price. 2) Increasing the frequency of non-price promotion, and have consumers feel about the promotion in stores. This research suggests that when the retail stores promote for their private brands, they could have the non-price promotion ways of giving gifts or competitions to enhance the non-price promotion to increase the frequency of consuming from the consumers.
Keywords: Private brand、Attitudes、Product Type、Promotion Preference 、store image
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