基于定制化创新努力的自有品牌引入决策研究  

A Study on Decision-making of Store Brand Introduction Based on Customization Innovation Efforts

作　　者：李想 付天宇 计国君[4] 朱玲珑 Li Xiang;Fu Tianyu;Ji Guojun;Zhu Linglong(School of Economics and Management,University of Science and Technology Beijing,Beijing 100083,China;Xiamen Research Institute of Education Science,Xiamen 361003,China;School of Business,Qingdao University,Qingdao 266071,China;School of Management,Xiamen University,Xiamen 361005,China)

机构地区：[1]北京科技大学经管学院,北京100083 [2]厦门市教育科学研究院,厦门361003 [3]青岛大学商学院,青岛266071 [4]厦门大学管理学院,厦门361005

出　　处：《技术经济》2025年第3期136-148,共13页Journal of Technology Economics

基　　金：国家自然科学基金面上项目“基于顾客体验和价值共创下供应链产品化运作决策机制研究”(72471204)。

摘　　要：电商平台可以借助大数据资源和创新技术对自有品牌的研发施加定制化创新努力,但是定制化创新努力和权力结构差异的相互作用对电商平台自有品牌引入策略将产生何种影响成为学术界与业界关注的重点问题。为此,本文利用博弈论方法分别构建不引入自有品牌、弱势电商引入自有品牌和强势电商引入自有品牌三种情形下的模型。理论与数值模拟结果表明:仅当自有品牌的需求系数和创新努力成本效率高于一定阈值,电商平台引入自有品牌才是有利可图的,且弱势电商平台引入自有品牌的阈值更高;在特定条件下,自有品牌引入策略不仅能显著提升制造商收益,还会增加供应链整体的渠道利润;与强势电商平台引入自有品牌的情形相比,弱势电商平台引入自有品牌对制造商更有利。研究结论为电商平台制定自有品牌引入决策提供了理论依据,同时为电商平台的策略优化提供了管理启示。E-commerce platforms can use big data resources and innovation technologies to exert customized innovation efforts on the research and development of their self-owned brands,but the interaction of customized innovation efforts and power structure differences on the introduction strategy of e-commerce platforms has become the focus of academia and industry.Based on this problem,the game theory method was used to construct three models in three situations:not introducing self-owned brands,weak e-commerce introducing self-owned brands and strong e-commerce introducing self-owned brands.The theoretical and numerical simulation results show that,the e-commerce platform only when the cost efficiency of self-owned brand is higher than the certain threshold,the strategy can not only significantly increase the revenue of the manufacturer but also increase the overall channel profit under given conditions;compared with the situation of the strong e-commerce platform,the weak e-commerce platform introducing self-owned brands will benefit the manufacturer.The research conclusion provides a theoretical basis for the e-commerce platform to make the decision of introducing its own brand,and also provides the management inspiration for the strategy optimization of the e-commerce platform.

关 键 词：电商自有品牌 权力结构 定制化创新努力 

分 类 号：G203[文化科学—传播学]