供应商引入自有品牌对制造商产品线延伸策略的影响  

Effects of Supplier's Store Brand on Manufacturer's Product Extension Strategy

作　　者：钟玲 聂佳佳[1] ZHONG Ling;NIE Jia-jia(School of Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《中国管理科学》2023年第8期151-161,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71672153);四川省社会科学研究规划重大项目(SC17ZD09);四川省社会科学重点研究基地——系统科学与企业发展研究中心重点项目资助(Xq17B04)。

摘　　要：研究了供应商自有品牌引入对制造商产品线延伸策略的影响。建立了供应商自有品牌引入策略下制造商不采取与采取产品线延伸策略的供应链决策模型,得到了渠道均衡价格和产量及供应商和制造商最优利润。研究发现:供应商总是在产品生产成本优势较大时有机会引入自有品牌,且供应商引入自有品牌可能对制造商产品线延伸不利。特别地,当制造商的低端产品与供应商自有品牌产品质量差异较小时,即使供应商引入自有品牌可能性较小,其自有品牌仍能迫使制造商放弃产品线延伸;当制造商的低端产品与供应商自有品牌产品质量差异较大时,供应商引入自有品牌可能性较大。此时,若零部件产品生产成本较低,无论供应商是否引入自有品牌,制造商均进行产品线延伸;反之,制造商不进行产品线延伸。此外,在考虑上游供应商自有品牌引入的威胁时,进行产品线延伸的制造商并不总是能够获利。To better meet the rapidly changing demand of the consumers,manufacturers have been dedicated to introduce new products by extending their existed product line.However,extending product line inevitably requires more sources of critical components,which may have indirect effects on the upstream suppliers,especially when the supply of those critical components is highly concentrated thus the pricing power is controlled by suppliers.Moreover,besides supplying core components for the manufacturer,suppliers themselves may introduce their own store brands,which make the manufacturer facing the threats of substituted products competition in the demand market.At this point,whether to extend its product line when facing the supplier’s store brand threat may be an important issue for the manufacturer.Based on this point,by using game theory,under supplier’s two store brand strategies,i.e.,introduces store brand and forgoes introducing store brand,manufacturer’s two product line extension strategies models are build,solved and analyzed.In the rest of this paper,firstly,game theory is used to develop the manufacturer’s two product line extension strate⁃gies models under supplier’s two store brand strategies.Secondly,the equilibrium quantity and the optimal profits of both supplier and manufacturer are derived by the standard backward induction.Thirdly,the condi⁃tions for manufacture to extend product line under supplier’s two different store brand strategies are obtained.Finally,the impact of supplier’s two different store brand strategies on the manufacturer’s product line exten⁃sion strategies is discussed.Through the above analysis,this study sheds light on the manufacturer’s product line extension strategies when facing the supplier’s store brand threat.Specifically,the supplier always introduces store brand when the marginal cost of critical components is low.Meanwhile,the introduction of store brand by the supplier may be detrimental to the extension of manufacturer’s product line.When the d

关 键 词：供应链 产品线延伸 自有品牌 

分 类 号：F274[经济管理—企业管理]