多品牌竞争下双渠道供应链定价及合作研究
发布时间：2019-02-17 12:23
【摘要】：随着电子商务的发展，网络渠道不仅限于传统品牌，很多草根网商和中小型外贸企业也开辟了属于自已的网络渠道，如凡客诚品、麦包包等。这些随着电子商务发展起来的网货品牌因物美价廉成了传统品牌强有力的竞争对手。与此同时，一些国际零售巨头如沃尔玛、家乐福等，借助其庞大的销售网络开发了自有品牌，其数量日趋增加，对传统制造品牌产生了巨大挤压。因此在多品牌竞争环境下，，网货品牌和零售商自有品牌对传统制造商造成的影响不容忽视，传统品牌制造商必须采取一定的应对措施提高其竞争力。 本文探讨多品牌竞争下网货品牌及零售商自有品牌对制造商双渠道供应链定价及竞争的影响。首先，本文以一条制造商双渠道供应链为基础研究对象，通过扩展研究了网货品牌制造商和自有品牌零售商对传统品牌制造商双渠道供应链定价策略的影响。然后，本文第五章重点立足于零售商自有品牌对制造商品牌的影响，分析了制造商品牌的应对措施：服务合作和生产合作。这两种合作方式不仅可以保证制造商品牌及零售商自有品牌的质量与服务水平，还可以加强制造商与零售商的长期合作，为两者的品牌带来正面的推广作用，最终使制造商和零售商达成双赢。
[Abstract]:With the development of electronic commerce, the network channel is not limited to the traditional brand, many grassroots online merchants and small and medium-sized foreign trade enterprises have also opened up their own network channels, such as VANCL sincere, wheat bags and so on. With the development of e-commerce, these online brands have become strong competitors of traditional brands because of their good quality and low price. At the same time, some international retail giants, such as Wal-Mart, Carrefour and so on, have developed their own brands with the help of their huge sales network, and their number is increasing day by day, resulting in a huge squeeze on traditional manufacturing brands. Therefore, under the environment of multi-brand competition, the influence of net goods brand and retailer's own brand on traditional manufacturer can not be ignored, and traditional brand manufacturer must take some measures to improve their competitiveness. This paper discusses the influence of multi-brand competition and retailer's own brand on the pricing and competition of manufacturer's double-channel supply chain. Firstly, based on a manufacturer's double channel supply chain, this paper studies the influence of the net brand manufacturer and the private brand retailer on the traditional brand manufacturer's double channel supply chain pricing strategy through the expansion of the research object. Then, the fifth chapter focuses on the impact of retailer's own brand on manufacturer's brand, and analyzes the countermeasures of manufacturer's brand: service cooperation and production cooperation. These two modes of cooperation can not only guarantee the quality and service level of manufacturer's brand and retailer's own brand, but also strengthen the long-term cooperation between manufacturer and retailer. Ultimately, manufacturers and retailers achieve a win-win.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F273.2
本文编号：2425160
[Abstract]:With the development of electronic commerce, the network channel is not limited to the traditional brand, many grassroots online merchants and small and medium-sized foreign trade enterprises have also opened up their own network channels, such as VANCL sincere, wheat bags and so on. With the development of e-commerce, these online brands have become strong competitors of traditional brands because of their good quality and low price. At the same time, some international retail giants, such as Wal-Mart, Carrefour and so on, have developed their own brands with the help of their huge sales network, and their number is increasing day by day, resulting in a huge squeeze on traditional manufacturing brands. Therefore, under the environment of multi-brand competition, the influence of net goods brand and retailer's own brand on traditional manufacturer can not be ignored, and traditional brand manufacturer must take some measures to improve their competitiveness. This paper discusses the influence of multi-brand competition and retailer's own brand on the pricing and competition of manufacturer's double-channel supply chain. Firstly, based on a manufacturer's double channel supply chain, this paper studies the influence of the net brand manufacturer and the private brand retailer on the traditional brand manufacturer's double channel supply chain pricing strategy through the expansion of the research object. Then, the fifth chapter focuses on the impact of retailer's own brand on manufacturer's brand, and analyzes the countermeasures of manufacturer's brand: service cooperation and production cooperation. These two modes of cooperation can not only guarantee the quality and service level of manufacturer's brand and retailer's own brand, but also strengthen the long-term cooperation between manufacturer and retailer. Ultimately, manufacturers and retailers achieve a win-win.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F273.2
【参考文献】
相关期刊论文 前10条
1 吴昊,陈良猷;水平差异化产品的市场竞争战略分析[J];北京航空航天大学学报(社会科学版);2002年01期
2 朱瑞庭;许林峰;;自有品牌对连锁商业品牌战略的影响分析[J];财经论丛;2009年01期
3 李健生;闫传强;;自有品牌对零供博弈关系的影响分析[J];中国零售研究;2010年01期
4 张赞;;零售商引入自有品牌动机的博弈分析[J];财贸经济;2009年04期
5 田建春;杨文勇;;自有品牌驱动的零售商与制造商竞争机制研究[J];福州大学学报(哲学社会科学版);2011年06期
6 曾敏刚;王旭亮;;需求不确定的双渠道供应链定价策略[J];工业工程;2013年02期
7 鲁其辉;朱道立;;质量与价格竞争供应链的均衡与协调策略研究[J];管理科学学报;2009年03期
8 范小军;陈宏民;;产品和零售商品牌差异条件下的渠道价格策略[J];管理科学学报;2009年06期
9 王皓;;差异化产品价格战的产生与扩散机制分析[J];经济评论;2012年02期
10 陈远高;刘南;;具有服务差异的双渠道供应链竞争策略[J];计算机集成制造系统;2010年11期
本文编号：2425160
本文链接：https://www.wllwen.com/guanlilunwen/gongyinglianguanli/2425160.html
