全渠道环境下制造商品牌和零售商自有品牌优惠券促销  

Coupon Promotion Between a National Brand and a Private Label under Omnichannel Environment

作　　者：李宗活 杨文胜[2] 孙浩 LI Zong-huo;YANG Wen-sheng;SUN Hao(School of Politics and Public Administration,Soochow University,Suzhou 215000,China;School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094,China;Business School,University of Shanghai for Science and Technology,Shanghai 210093,China)

机构地区：[1]苏州大学政治与公共管理学院,江苏苏州215000 [2]南京理工大学经济管理学院,江苏南京210094 [3]上海理工大学管理学院,上海210093

出　　处：《中国管理科学》2021年第12期157-167,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71771122,71562006);国家社会科学基金资助项目(18BGL060);江苏省哲学社会科学基金资助项目(19GLB009)。

摘　　要：针对制造商通过零售商线下渠道为消费者提供线上下单线下自提(BOPS)的全渠道供应链,探讨制造商品牌垄断和零售商引入自有品牌的优惠券促销策略,分析制造商和零售商如何通过价格和优惠券面值的设计提升品牌竞争力和收益水平。研究发现:制造商品牌垄断下,批发价格或单位补偿越高,定价和优惠券面值均越大,但过大的批发价格致使制造商利润降低。零售商自有品牌的引入并不必然降低制造商品牌价格,当制造商批发价格较低时,制造商仍可在BOPS渠道定高价并投放大面值优惠券。此外,零售商引入自有品牌将降低制造商利润,零售商利润则增加,制造商响应策略为降低批发价格。Aiming at an omnichannel system where a manufacturer provides consumers with Buy-Online, Pick-Up-in-Store(BOPS) service through a retailer’s offline channel, coupon promotional strategy is studied under the case of manufacturer-monopoly and the case of retailer introducing a private label. How the manufacturer and retailer improve their brand competitiveness and outcomes is explored by designing price and coupon face value. It is found that under the manufacturer-monopoly case, the higher the wholesale price or the unit compensation, the larger the price and the coupon face value. However, a sufficiently large wholesale price reduces the profit of the manufacturer. It does not absolutely reduce the price of the national brand if the retailer introduces a private label. When the wholesale price is relatively low, the manufacturer can still set a high price and offer a coupon with a large-value in the BOPS channel. Besides, the introduction of private label reduces the profit of the manufacturer, while it increases the profit of the retailer. In this situation, the manufacturer should response by charging a low wholesale price.

关 键 词：全渠道供应链 品牌竞争 优惠券促销 定价策略 

分 类 号：F274[经济管理—企业管理]