品牌商销售模式对平台零售商自有品牌引入的影响  

The Influence of Sales Modes of Brand Manufacturer on the Platform Retailer’s Introduction Strategy of Store Brands

作　　者：霍艳芳[1] 李艳茹 韩鹏 HUO Yanfang;LI Yanru;HAN Peng(College of Management and Economics,Tianjin University,Tianjin 300072,China)

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《综合运输》2021年第7期60-66,共7页China Transportation Review

基　　金：国家自然科学基金资助项目(71873094);教育部人文社科项目(19YJC630200)。

摘　　要：针对由品牌商和平台零售商组成的供应链,在考虑产品替代程度及订单履行成本的基础上,探讨了平台零售商在品牌商选择分销和代理两种销售模式下的自有品牌引入策略问题,分析了产品替代程度及订单履行成本对供应链成员决策和利润的影响。研究发现无论品牌商选择何种销售模式,当订单履行成本过大时,平台零售商均不会引入自有品牌;当订单履行成本较小且产品替代程度较大时,平台零售商引入自有品牌;在其他条件下,若品牌商选择分销模式,平台零售商引入自有品牌,若品牌商选择代理模式,平台零售商不引入自有品牌。Aiming at the supply chain consisting of a brand manufacturer and a platform retailer,considering product substitution and the order fulfillment cost,the strategy of platform retailer’s introduction of store brand under the two sales models of brand manufacturer(reselling and agency)is discussed.The influence of product substitution degree and order fulfillment cost on the decision and profit of supply chain members is analyzed.The research shows that no matter what sales model the brand manufacturer chooses,when order fulfillment cost is too high,the platform retailer doesn’t introduce store brand;when order fulfillment cost is low and product substitution,platform retailer introduce store brand;under other conditions,if the brand chooses the reselling model,the platform retailer introduces store brand,if the brand chooses the agency model,the platform retailer doesn’t introduce store brand.

关 键 词：平台零售商 自有品牌 销售模式 订单履行成本 产品替代性 

分 类 号：F272[经济管理—企业管理]