• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2024 > Volume 12 Number 3 (2024) >
JOEBM 2024 Vol.12(3): 289-294
DOI: 10.18178/joebm.2024.12.3.811

Research on the Construction of Private Brands of Online Retail Enterprises

Ding Yutong
Faculty of Economics, Nanjing Audit University, Nanjing, China
Email: 1914485061@qq.com (D.Y.T.)

Manuscript received June 24, 2024; revised July 24, 2024; accepted August 2, 2024; published August 16, 2024.

Abstract—Private label, in a broad sense, refers to the brand created and used by wholesalers or retailers themselves to distinguish goods or services from other brands. This paper focuses on the development of private labels by online retailers, studying their history and future direction. It provides a brief overview of online retail private labels’ current status, identifies online retailers’ challenges, and conducts a case analysis using Jingdong Jingzao as a representative example. Finally, the paper proposes countermeasures and suggestions for the development of online retail private labels, including strategic brand development, quality control enhancement, and scientific marketing strategies.
 
Keywords—online retailers, private brand, brand building

Cite: Ding Yutong, "Research on the Construction of Private Brands of Online Retail Enterprises," Journal of Economics, Business and Management, vol. 12, no. 3, pp. 289-294, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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