自有品牌开发对零供关系及其质量影响研究

发布时间：2018-01-17 16:24

本文关键词：自有品牌开发对零供关系及其质量影响研究　出处：《东北财经大学》2012年博士论文　论文类型：学位论文

【摘要】：在全球市场范围内,零售商开发自有品牌已成业界普遍现象。自有品牌的出现,可以说是市场力量不断向零售商倾斜的结果,其不仅增强了零售商的实力,而且还提升了零售商的市场地位。零售商借由自有品牌开发向上游纵向整合,使得零供之间由纯粹的垂直客户关系变成了垂直竞争关系,这一方面强化了零售商的纵向约束能力,另一方面也改变了零供之间的互动关系。尽管国内零售商自有品牌开发尚处于起步阶段,但在全球市场范围内,自有品牌发展已给供应商带来了巨大的挑战和威胁。近年来,由于零供冲突不断,零供关系已成为国内学术界关注的热点议题。但在目前国内外的学术研究成果中,探讨自有品牌开发对零供关系影响的研究成果并不多。本文针对这一研究问题,依托渠道理论、博弈理论和供应链协同理论,将实证研究、数理逻辑和案例研究等方法相结合,分别从零供协同、零供渠道权力、零供渠道博弈和零供战略关系四个视角来探讨研究自有品牌开发对零供关系的影响,并在实证研究中检验了自有品牌开发对零供关系质量的影响。本文基于研究定位,经历了以下几个关键步骤：首先,完成了零供关系的研究视角界定,确定了零供关系的四个主要视角,即零供协同、零供渠道权力、零供渠道博弈和零供战略关系；其次,在整体研究框架得以确立的基础上,为所界定的每一个零供关系视角找到所对应的研究方法,即零供协同和零供渠道权力采取实证研究,零供渠道博弈采取数理逻辑研究,零供战略关系采取案例观察研究；然后,基于研究方法的选择,确定了研究路径,即通过企业高层访谈完成自变量量表开发,立足国内市场完成了实证问卷调查,并选取宝洁与沃尔玛作为案例研究对象；最后,完成了国内样本企业的问卷调查和案例素材搜集。本文共有六章,主要内容如下：第1章,导论。首先对自有品牌的产生与发展进行了介绍,然后对本文选题背景、依据和研究意义进行了阐述,确立了本文的研究定位；接下来,介绍了本文的主要研究问题、基本框架和研究目标；最后陈述了本文的研究过程、研究方法以及创新点。第2章,文献综述。首先对本文研究所依托的相关理论进行了综述；然后对自有品牌与零供关系的研究进行了综述；最后,分别针对每个零供关系视角进行了述评。第3章,自有品牌开发对零供协同、渠道权力关系的影响。本部分属于实证研究,以自有品牌开发为自变量,以零供协同、渠道权力为中介变量,以零供关系质量为因变量,从而构建起实证研究模型,在问卷调查统计的基础上完成对相关假设的检验。第4章,自有品牌开发对零供渠道博弈关系的影响。本部分依据不同的渠道结构模型,研究并探讨了自有品牌开发对零供渠道博弈关系的影响。第5章,自有品牌开发对零供战略关系的影响。本部分采取案例研究方法,对“宝玛模式”进行观察和剖析,最终归纳出自有品牌开发对零供战略关系影响的理论框架。第6章,结论、讨论与展望。本部分对全文的主要研究结论进行了总结和讨论,并指出了本文的研究局限及拓展研究方向。本文研究发现：尽管国内零售商自有品牌开发尚处于起步阶段,但已经在不同层面对零供关系及其质量产生了影响。主要结论有：结论1：零售商自有品牌获取独立性越大,越会有效促进零供协同水平的提高,进而有效降低零供冲突,加强零供沟通和信任。结论2：与发达国家市场不同,目前中国市场自有品牌开发还尚未对零售商渠道权力产生显著性正向影响,但零售商渠道权力的提升却能够有效加强零供之间的沟通、信任和承诺关系。结论3：零售商自有品牌开发规模对零供之间的承诺关系产生了显著性负向影响；零售商自有品牌获取独立性对零供之间的信任、承诺关系产生了显著性正向影响。结论4：自有品牌开发可被视为零售商的一种渠道行为,其改变了零供双方的渠道博弈关系；自有品牌开发不仅是零售商获取高额利润的重要手段,更是对抗制造商直销渠道策略的重要武器。结论5：自有品牌是一把“双刃剑”,因零供之间战略关系选择不同而发挥不同的杆杠作用：自有品牌既可以促进零供之间的战略合作,也可以加剧零供之间的竞争博弈,是零供战略关系调节的一个重要手段。本文创新之处：一是开发了自有品牌开发程度的衡量量表。二是立足中国现阶段市场,通过实证研究发现了自有品牌开发对零供协同、渠道权力以及零供关系质量的一些影响。三是探索研究并尝试回答了自有品牌开发对零供关系的影响。
[Abstract]:In global market, development of own brand retailers has become the industry's common phenomenon. Private brands, can be said that the market forces continue to tilt the results of the retailers, not only enhances the retailer's strength, but also improve the retailer's market position. Retailers own brand development by upstream vertical integration, making for zero from purely vertical customer relationship into vertical competition relationship, this aspect to the retailer's longitudinal restraint ability, on the other hand also changed the relationship between zero for. Although domestic retailers own brand development is still in its infancy, but in global market, brand development has brought challenges to the supplier and the huge threat. In recent years, due to zero for conflicts, zero for the relationship has become a hot topic in the domestic academic circles. But in the current domestic and Foreign Studies Research results, to explore the research of brand development for the relation of zero is not much. In this thesis, based on the channel theory, cooperative game theory and supply chain theory, the empirical research method of combining mathematical logic and case study, respectively, from zero for collaborative, zero for channel power zero, for channel game zero for the relationship between the four and strategic perspective to explore the influence of brand development of zero for the relationship, and test the impact of brand development for the relationship between the quality of zero in the empirical research. This paper studies the positioning based on the experienced the following steps: firstly, the definition of zero for the study on relationship perspective, identified four main angle of zero for the relationship, which is zero for zero for synergy, channel power, channel zero zero for the game and for strategic relations; secondly, in the whole research framework to establish the foundation And for the definition of each zero for a perspective to find corresponding research methods, namely zero for collaboration and zero for channel power by means of empirical study, zero for the channel game take on mathematical logic, zero for strategic relations take the case study; then, the choice of research methods based on the research path. Through enterprise interviews completed independent variable scale development, based on the domestic market to complete the questionnaire, and selected the Procter & Gamble and WAL-MART as a case study; finally, completed the domestic enterprise sample surveys and case material collection. This paper consists of six chapters, the main contents are as follows: chapter first, introduction. First generation and the development of their own brands are introduced, then on the background, basis and research significance, establishes the research orientation of this paper; then, introduces the main research of this paper. The problem, the basic framework and research objectives; the final statement of the research process, research methods and innovations. The second chapter is literature review. Firstly, related theories of the research relies on are reviewed; then the research on the relationship between private brand and zero for review; finally, separately for each review from the angle of zero for the relationship. In the third chapter, the development of its own brand of zero for the coordination, influence the channel power relations. This part is an empirical study on brand development as independent variables, to zero for co channel power as the intermediary variable, to zero for the relationship quality as the dependent variable, in order to build the empirical model, based on the a questionnaire survey on the completion of the inspection of relevant assumptions. In the fourth chapter, influence the development of its own brand of zero for the channel game relations. This part on the basis of different channel structure model, and discusses its research Effect of brand development for channel game relationship to zero. In the fifth chapter, the influence of brand development strategy of zero for the relationship. This part uses the method of case study, observation and analysis of "polomec mode", finally summed up from a brand development strategy for the relation of zero theoretical framework. The sixth chapter is conclusion. Conclusion, discussion and outlook. This part of the main research are summarized and discussed, and points out the limitations of this research and development direction of research. This study found that: Although the domestic retailers own brand development is still in its infancy, but already in different levels of zero for the relationship quality and influence. The main conclusions are conclusion: 1: to obtain independent retailers own brand bigger, more effectively promote zero for collaborative level, so as to effectively reduce the zero for zero for conflict, strengthen communication and trust. Conclusion: with 2 The markets of developed countries, the current market China brand development is not yet on the retailer's channel power have significant positive effect, but the retailer's channel power upgrade can effectively strengthen the relationship between suppliers and communication, trust and commitment. Conclusion: 3 retailers own brand development scale had a significant negative effect on zero for commitment; retailers own brand to obtain independence to zero for the trust between, had a significant positive influence relationship commitment. Conclusion 4: brand development can be regarded as a kind of channel behavior of retailers, the change of zero for the relationship between the two sides of the game channel; brand development is not only an important means of retailers to get high profit, is an important weapon against manufacturers direct sales channel strategy 5. Conclusion: own brand is a "double-edged sword", because the strategic relationship between retailers and suppliers Choose a different play a role in different lever: own brand can promote strategic cooperation between suppliers, can also increase competition game between suppliers, is an important means for adjusting the zero strategic relations. The innovation of this article: one is the development of the measure scale of brand development degree is two. Based on the China Market at this stage, the empirical study found that its own brand for the development of collaborative zero channel power and zero for the relationship between the quality of some effects. The three is to explore research and try to answer the impact of brand development of zero for the relationship.

【学位授予单位】：东北财经大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F279.2;F273.2

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