多制造商情境下考虑自有品牌模仿策略的渠道博弈分析

发布时间：2018-03-05 07:32

本文选题：自有品牌　切入点：制造商品牌　出处：《系统工程》2015年10期 　论文类型：期刊论文

【摘要】：考虑到市场上存在的水平领导结构和自有品牌模仿策略,针对两个对称竞争的制造商和单个零售商组成的市场渠道,探讨不同的领导权结构对品牌竞争产生的影响。研究结果表明:(1)对于制造商而言,垂直结构上的领导权力越大,利润也越高,而在水平结构上处于追随者比水平结构上处于领导者时的利润更高;另外,在某些领导权结构下,当市场竞争一定程度地加剧,自有品牌的模仿反而会促进被模仿的品牌制造商利润增长,甚至超过未被模仿的品牌制造商利润;(2)对于零售商而言,垂直结构上领导权力越大,利润也越高,而且水平结构上存在的领导权结构会降低其利润;另外自有品牌模仿领导的制造商品牌比模仿追随地位的制造商品牌更优。
[Abstract]:Considering the level of leadership structure exist on the market and its own brand of imitation strategy, according to the composition of the two symmetric competitive manufacturer and a single retailer market channels, to explore the influence of different leadership structure of brand competition. The results show that: (1) for manufacturing companies, the vertical structure of leadership power is greater, the profit is higher, while in level structure in the horizontal structure of the leading followers than the higher profit; in addition, in some leadership structure, to a certain extent when market competition intensifies, imitation brand will profit by imitation brand manufacturers to promote growth, even more than the profit is not imitation brand manufacturers; (2) for retailers, the vertical structure of leadership power is greater, the profit is higher, and the leadership structure on the horizontal structure will reduce its profits; in addition to its own brand A manufacturer brand imitating a leader is better than a manufacturer who imitates the following position.

【作者单位】：南开大学商学院;南开大学物流管理系;
【基金】：国家自然科学基金资助项目(71172072;71302017;71102049)
【分类号】：F274

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