新零售模式下零售商自有品牌与制造商技术创新决策研究  

Research on Retailer's Store Brand and Manufacturer's Technological Innovation Decision Under the New Retail Model

作　　者：郭晓玲 付迪 李凯[2] GUO Xiao-ling;FU Di;LI Kai

机构地区：[1]辽宁大学经济学院 [2]东北大学工商管理学院

出　　处：《产经评论》2023年第1期13-24,共12页Industrial Economic Review

基　　金：国家社会科学基金青年项目“数字经济背景下互联网平台相关市场界定方法重构与反垄断规制研究”(项目编号;21CJY043,项目负责人:郭晓玲)。

摘　　要：零售商引入自有品牌与制造商进行技术创新已成为产业链上下游提升市场竞争力的重要战略决策。构建决策模型研究零售商引入自有品牌和制造商创新投入决策之间的互动博弈竞争关系,比较不同情形下零售商自有品牌产品和制造商品牌产品的交易价格、市场销量以及交易主体的利润变化情况。结果表明:(1)自有品牌的引入能够激励上游制造商进行创新投入,且自有品牌产品质量越高,制造商创新投入幅度越大;(2)制造商进行创新投入能够有效降低制造商品牌产品的批发价格和零售价格,且制造商品牌产品批发价格的下降幅度要大于零售价格的下降幅度;(3)制造商创新投入策略能够提高零售商利润与渠道总利润,且二者均与自有品牌产品质量正相关;(4)制造商进行创新投入能够促使其利润水平提高,但仅当自有品牌产品质量较低时,制造商通过创新投入可以实现三种情形下的利润最大化。The introduction of store brand by retailer and manufacturers to implement technological innovation has become an important strategic decision for upstream and downstream of the industry chain to enhance market competitiveness.Build models to study the interactive game competition relationship between the retailer's introduction of store brand and the manufacturer's choice of innovation investment,and compares the transaction price,market sales and profit changes of the two entities in different situations.The research shows that:(1)The introduction of store brand can stimulate the upstream manufacturer to make innovation investment,and the higher the quality of the store brand products,the greater the innovation input of the manufacturer;(2)The manufacturer's innovation can effectively reduce the wholesale price and retail price of national brand products,and the decline in the wholesale price of the national brand products is greater than the decline in the retail price;(3)The manufacturer's innovative investment strategy can promote the retailer's profit and channel total profit,and both are positively related to the quality of store brand products;(4)For manufacturer's profit,innovative investment can promote the profit level of manufacturer,but only when the quality of store brand products is low,manufacturer can maximize profit in three situations through innovation investment.

关 键 词：自有品牌 制造商品牌 创新投入 产品质量 决策策略 

分 类 号：F062.9[经济管理—政治经济学]