供应链产品销售与定价策略研究——基于品牌价值差异化的分析与选择  

Pricing and Sales Strategy of Product in a Supply Chain——Analysis and Choice Based on Brand Differentiation

作　　者：李淑梅[1] 

机构地区：[1]重庆工商大学融智学院

出　　处：《价格理论与实践》2017年第12期157-160,共4页Price:Theory & Practice

基　　金：国家自然科学基金资助项目(项目编号:71271225)资助

摘　　要：考虑由制造商和零售商组成的二级供应链系统,分别构建单一品牌销售策略和多品牌销售策略下的供应链博弈模型。结果表明:单一高端品牌策略下,供应链成员利润和消费者剩余只与产品生产成本相关;单一普通品牌策略下,则取决于品牌差异度和生产成本;而在一定范围品牌差异程度下,零售商实行单一高端品牌产品销售策略优于单一普通品牌产品策略。Consideringa supply chain system composed of a manufacturer and a retailer,supply chain game modelsare constructed with single brand strategyand multi-brands strategy. The results show that, supply chain members＇ profitand consumer surplus are only influenced by unit cost under single high brand strategy,and influenced by unit cost and brand differentiation under single common brand strategy. Single high brand strategy is superior to single common brand strategy for retailer when brand difference is in a certain range.

关 键 词：品牌差异 定价策略 消费者剩余 博弈模型 供应链 

分 类 号：F274[经济管理—企业管理]