双渠道下零售商自有品牌的引入和采购策略  

Introduction and sourcing strategy of retailers′storebrands in dual-channel settings

作　　者：徐闯 叶涛锋[1] XU Chuang;YE Taofeng(School of Economics and Management,Jiangsu University of Science and Technology,Zhenjiang 212000,China)

机构地区：[1]江苏科技大学经济管理学院,镇江212100

出　　处：《江苏科技大学学报(自然科学版)》2025年第1期84-91,共8页Journal of Jiangsu University of Science and Technology:Natural Science Edition

基　　金：国家自然科学基金项目(72272067)。

摘　　要：以制造商和零售商组成的供应链为研究对象,构建考虑自有品牌引入和采购策略的双渠道模型,求解出决策双方的最优利润并探讨了各自的均衡策略.结果表明在双渠道的环境下,零售商自有品牌的可选采购策略与其质量、生产成本和直销成本有关:当生产成本和直销成本都较低时零售商有3种采购策略,当生产成本较低但直销成本适中时,零售商放弃从第三方采购这一策略;当生产成本或直销成本较高时,零售商只能从制造商采购.当自有品牌质量较低,生产成本适中且直销成本较低时,零售商只能从第三方或制造商采购;当自有品牌质量较高,生产成本适中且直销成本较低时,零售商只能自建工厂或从制造商采购.同时,制造商始终愿意为零售商生产自有品牌产品.Taking the supply chain composed of manufacturers and retailers as the object of study,we construct a dual-channel model considering the introduction of store-brands and sourcing strategy,and solve the optimal profits of the two decision-making parties and explore the equilibrium strategies of each party.The results suggest that the optional sourcing strategy of the retailer′s store-brand in the dual-channel setting is related to its quality,production cost and direct selling cost:the retailer has three sourcing strategies to choose from when both production and direct selling cost are low;when production cost is low but direct selling cost is moderate,the retailer can only source from the manufacturer when production or direct selling cost is high.When the quality of store-brand is low,the production cost is moderate and the direct selling cost is low,the retailer can only purchase from the third party or the manufacturer;when the quality of store-brand is high,the production cost is moderate and the direct selling cost is low,the retailer can only build factory or purchase from the manufacturer.Furthermore,the manufacturer is always willing to produce store-brand product for the retailer.

关 键 词：双渠道 自有品牌 采购策略 

分 类 号：F272.3[经济管理—企业管理]