制造商广告能否遏制零售商引入自有品牌?  

Can manufacturer′s advertising strategy hold back retailer′s store brand introduction?

作　　者：沈启超 何波[1,2] SHEN Qichao;HE Bo(School of Economics and Business Administration,Chongqing University,Chongqing 400044,China;Chongqing Key Laboratory of Logistics,Chongqing University,Chongqing 400044,China)

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆大学现代物流重庆市重点实验室,重庆400044

出　　处：《管理工程学报》2022年第2期138-147,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71572021);中央高校基本科研业务资助项目(2019CDSKXYJG0037)。

摘　　要：广告是制造商提高消费者对产品感知价值的一种有效策略。在销售制造商产品的同时,越来越多的零售商引入自有品牌产品与其竞争。由于制造商的广告策略和零售商自有品牌引入策略相互影响,因此制造商能否通过广告遏制零售商的自有品牌是一个重要的问题。分别建立了制造商是否做广告和零售商是否引入自有品牌的四种决策模型。研究发现:广告为制造商的占优策略,且增加了零售商的利润;制造商的广告策略对零售商自有品牌的引入有一定的遏制作用;当产品成本较小且制造商广告效率较低时,零售商应该引入自有品牌;当产品成本较大时,零售商不应该引入自有品牌;自有品牌的引入将提高制造商的广告投入且降低制造商的利润,但从供应链的角度来看,能够增加供应链上双方的总体利润。In commercial practice,some retailers create their own store brand,such as Great Value(in Chinese“Hui Yi”)in Wal-Mart and Yeation in NetEase.Store brands not only allow retailers to leverage their marketing advantages to increase profits but also have greater gross margin than manufacturer brands.For example,the gross margin of“Hui Yi”is near 50%.Thus,more and more retailers have an incentive to develop and introduce store brands.On the other hand,most of manufacturers use advertising to promote their brands and increase customer perceived value of national(manufacturer)brands.Since store brands introduced by retailers will compete with manufacturer brands,there arise several problems worthy of study.Will retailers who introduce store brands impair the interests of manufacturers?Can manufacturers prevent retailers from introducing store brands that compete with theirs through advertising?Under what circumstances should retailers introduce store brands?To answer these questions,we build game theoretical models to study the strategic interactions between a manufacturer and a retailer.Consider a supply chain consisting of a manufacturer and a retailer.The sequence of decisions are as follows:the manufacturer first considers advertising investment,and then sells national brands to the retailer with a wholesale price.The retailer determines the retail price for the national brand and whether to introduce the store brand or not.If yes,the retailer needs to set the retail price for the store brand.At last,customers purchase the products of national brands or store brands.We first investigate the case in which the retailer does not introduce store brands.Using backward induction,we derive the retailer′s and manufacturer′s optimal decisions,respectively.Then we investigate the case of the retailer′s introducing its store brand and derive optimal decisions.Through comparing the wholesale price,retail price,market demand,retailer profit,and manufacturer profit under these cases,we obtain some managerial insigh

关 键 词：自有品牌 广告 顾客感知价值 博弈 

分 类 号：F272.3[经济管理—企业管理]