考虑消费者满意的强势零售商自有品牌导入策略分析  

Store Brand Introducing for a Powerful Retailer of Customer Returns

作　　者：肖建敏 黄宗盛[2] XIAO Jlan-min;HUANG Zong-sheng(School of Business,Qingdao University,Qingdao 266071;School of Economics and Management,Shanghai Maritime University,Shanghai 201306)

机构地区：[1]青岛大学商学院,山东青岛266071 [2]上海海事大学经济管理学院,上海201306

出　　处：《软科学》2019年第1期109-113,共5页Soft Science

基　　金：国家自然科学基金项目(71602116);中国博士后基金面上项目(2017M621370)

摘　　要：研究了强势零售商关于自有品牌导入的策略选择及最优定价问题。分别探讨了零售商未导入自有品牌以及导入自有品牌后供应链双方在零售商领导下的最优定价策略,分析了不同参数对双方最优策略的影响,通过比较分析探讨了零售商自有品牌导入对供应链成员最优定价及利润水平的影响。研究发现,只要现实中消费者对自有品牌的偏好高于一定水平,零售商就可以导入自有品牌,并且会促使制造商品牌的产品价格下降;当消费者对零售商自有品牌偏好度较低时,会有利于制造商的利益。实践中零售商在导入自有品牌时应当相对于制造商品牌进行一定的差异化定位,此时对于供应链双方均有利。This paper studies the strategy choice of the power retailer about its own store brand introducing.And then,it discusses no store brand game model and with store brand game model respectively and analyzes the effects of store brand on decision-making as well as profit levels of the supply chain members.Furthermore,it also explores the optimal strategy choice about the store brand and MBG as well as the influence on the manufacturer.Results show that,the retailer's optimal strategy is to introduce its own store brand.The retailer price as well as the wholesale price of the manufacturer would be lowered with the introducing of store brand.When the consumers'preference of store brand is low,the entrance of the store brand would be also beneficial to manufacturer.In practice,the retailer considering introducing a store brand should differentiate its brand with the manufacturer's brand,which is beneficial to both the supply chain members.

关 键 词：自有品牌 强势零售商 消费者效用 定价 

分 类 号：F270[经济管理—企业管理] F274[经济管理—国民经济]