考虑零售商自有品牌的制造商渠道引入策略  

Manufacturer's Channel Decision and Introduction Strategy of Retailer Own Brand Products

作　　者：李明珠 叶涛锋[1] LI Mingzhu;YE Taofeng(School of Economics&Management,Jiangsu University of Science&Technology,Zhenjiang 212100,China)

机构地区：[1]江苏科技大学经济管理学院,江苏镇江212100

出　　处：《物流技术》2023年第12期98-109,共12页Logistics Technology

基　　金：国家自然科学基金项目(72272067)。

摘　　要：针对单个制造商和单个零售商组成的二级供应链,构建了制造商不开通直销渠道、开通直销并直销低端品或直销高端品或同时直销高端品和低端品时,零售商是否引入自有品牌的八个决策模型,并结合博弈论,在零售商自有品牌引入决策的内生条件下研究了制造商的渠道决策。研究结果表明:零售商在制造商不同的渠道结构下总是倾向于引入自有品牌。制造商的渠道策略与制造商商品和自有商品间的可替代率(价格和质量差异)有关。当自有商品可替代率较小时,制造商不开通直销渠道;当自有商品可替代率较大时,制造商开通直销渠道:自有商品可替代率相对较大时,制造商直销高端品,相对较小时,制造商直销低端品。For the two-echelon supply chain composed of a single manufacturer and a single retailer,this paper constructs a total of eight models to describe the decision-making of the retailer whether to introduce in own brand products respectively when the manufacturer chooses to not open a direct sales channel,to open a direct sales channel for low-end products,to open a direct sales channel for high-end products,or to open a direct sales channel for both high-end products and low-end products,and in combination with the game theory,studies the manufacturer's channel decision with the retailer's decision on introduction of own brand products as the endogenous condition.The result shows that the retailer always tends to introduce in own brand products regardless of the channel structure of the manufacturer;the manufacturer's channel strategy is relevant to the extent of substitutability(price and quality differences)between the manufacturer's commodities and the retailer own brand products.When the substitutability rate of the retailer own brand products is low,the manufacturer will not open the direct sales channel but when the substitutability rate of the own brand products is high,the manufacturer will open the direct sales channel.Under the latter circumstances,the higher the substitutability rate,the more likely for the manufacturer to directly sell high-end products;the lower the substitutability rate,the more likely for the manufacturer to directly sell low-end products.

关 键 词：零售商 制造商 异质产品 自有品牌 价格策略 渠道策略 

分 类 号：F274[经济管理—企业管理]