主导零售商自有品牌决策及影响研究  

The Decisions and Effects of Dominant Retailer's Private Label

作　　者：马亮[1] 李凯[1] 李伟[1] 

机构地区：[1]东北大学工商管理学院

出　　处：《产经评论》2017年第2期122-135,共14页Industrial Economic Review

基　　金：国家自然科学基金面上项目"抗衡势力背景下产业链纵向控制的机理研究"(项目编号:71472032;项目负责人:李凯);"跨国公司在华RPM策略实施动因;垄断势力纵向传导及规制路径研究"(项目编号:71473066;项目负责人:李世杰);国家留学基金委员会建设高水平大学公派研究生项目(留金发[2016]3100);2016年度辽宁省哲学社会科学规划基金项目"东北地区科技成果转化一体化模式研究"(项目编号:L16CJY006;项目负责人:孙涛)

摘　　要：构造由上游垄断制造商、下游主导零售商和边缘零售商组成的纵向市场结构模型,考察主导零售商引入自有品牌的条件及影响。研究发现:不同市场因素在自有品牌引入决策中的作用不同。影响自有品牌引入的首要决定因素是自有品牌和厂商品牌的质量差异,其次是单位质量成本差异,最后是零售商在厂商品牌中的市场份额。当自有品牌和厂商品牌的质量差异较小时,零售商不会引入自有品牌。当自有品牌和厂商品牌的质量差异较大时,自有品牌的引入与否取决于单位质量成本差异。主导零售商在厂商品牌中的市场份额不是自有品牌引入的决定因素,但是可以影响自有品牌引入的区域范围。自有品牌的引入降低了厂商品牌产品批发价格,且自有品牌和厂商品牌的质量差异越大,批发价格降低得越多。自有品牌的引入还降低了厂商品牌产品零售价格和制造商利润,增加了消费者福利,但是对边缘零售商的利润影响不确定。This paper studies the conditions that dominant retailer develop private label and the welfare effects of private label by refining the characteristics of the retail market in reality and constructing a vertical market structure model consisted of a manufacturer in the upstream and dominant retailer,fringe retailers in the downstream. The study finds that the different factors that decide the introduction of private label have different effect. The first factor deciding the introduction of private label products is the quality difference between private label and national brand,the second factor is the cost difference per unit quality between private label and national brand and the third factor is the market share of dominant retailer in the national brand.When the quality difference between private label and national brand is small,the dominant retailer won' t develop its private label. When the quality difference between private label and national brand is large,the decision of private label depends on the cost difference per unit quality between private label and national brand. The market share of dominant retailer in the national brand product isn' t the determining factor that the dominant retailer introduces its private label,but can affect the size of region that introducing private label. This research also finds that the introduction of private label will reduce whole sale price. Moreover,the more quality difference between private label and national brand is,the lower whole price will be. The introduction of private label will also reduce the price and the profits of manufacturer,bur increase consumer welfare. However the impacts of private label on profits of fringe retailers are uncertain.

关 键 词：自有品牌 供应链决策 厂商品牌 主导零售商 

分 类 号：F062.9[经济管理—政治经济学]