两种制造模式下的零售商自有品牌引入策略研究  

Research on Retailers’ Private Brand Introduction Strategies under Two Manufacturing Modes

作　　者：曹裕[1] 陈欣 李行 CAO Yu;CHEN Xin;LI Xing(Business School,Central South University,Changsha 410083,China)

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《湖南大学学报（社会科学版）》2022年第6期47-58,共12页Journal of Hunan University(Social Sciences)

基　　金：国家自然科学基金(71972182);湖南省杰出青年基金项目(2020JJ2051);湖南省科技创新领军人才项目(2021RC4007);中南大学创新驱动项目(2020CX050)。

摘　　要：构建由单个制造商和单个零售商组成的供应链,研究制造商传统和绿色制造两种制造模式下的零售商自有品牌引入策略选择问题。结果表明,若制造商采取传统制造策略,零售商更加偏向于引入绿色自有品牌,只有当制造商品牌市场份额较大且产品替代率较低时,不引入自有品牌才是零售商的最佳选择。若制造商采取绿色制造策略,当产品替代率较高时,零售商会创建传统自有品牌;当产品替代率较低且制造商品牌市场份额低于某个阈值时,引入绿色自有品牌是零售商的最优策略;而当制造商品牌市场份额高于某个阈值时,随着产品替代率的增加,零售商将从不引入自有品牌转向引入绿色自有品牌,最后变为引入传统自有品牌。A two-level supply chain consisting of a single manufacturer and a single retailer is constructed to study the retailer’s private brand introduction strategy selection under the manufacturer’s traditional and green manufacturing modes. The results show that if the manufacturer adopts the traditional manufacturing strategy, the retailer is more inclined to introduce green private brand. Only when the manufacturer’s brand market share is large and the product substitution rate is low, the retailer’s best choice is not to introduce private brand. If the manufacturer adopts the green manufacturing strategy, when the product substitution rate is high, the retailer will create a traditional private brand. When the product substitution rate is low and the manufacturer’s brand market share is below a certain threshold, introducing green private brand is the retailer’s optimal strategy. When the manufacturer’s brand market share is higher than a certain threshold, with the increase of product substitution rate, retailers will change from never introducing private brands to introducing green private brands, and finally to introducing traditional private brands.

关 键 词：自有品牌 制造商品牌 绿色产品 传统制造 

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