主导零售商自有品牌决策及影响研究

发布时间：2018-03-24 13:45

本文选题：自有品牌　切入点：供应链决策　出处：《产经评论》2017年02期

【摘要】：构造由上游垄断制造商、下游主导零售商和边缘零售商组成的纵向市场结构模型,考察主导零售商引入自有品牌的条件及影响。研究发现:不同市场因素在自有品牌引入决策中的作用不同。影响自有品牌引入的首要决定因素是自有品牌和厂商品牌的质量差异,其次是单位质量成本差异,最后是零售商在厂商品牌中的市场份额。当自有品牌和厂商品牌的质量差异较小时,零售商不会引入自有品牌。当自有品牌和厂商品牌的质量差异较大时,自有品牌的引入与否取决于单位质量成本差异。主导零售商在厂商品牌中的市场份额不是自有品牌引入的决定因素,但是可以影响自有品牌引入的区域范围。自有品牌的引入降低了厂商品牌产品批发价格,且自有品牌和厂商品牌的质量差异越大,批发价格降低得越多。自有品牌的引入还降低了厂商品牌产品零售价格和制造商利润,增加了消费者福利,但是对边缘零售商的利润影响不确定。
[Abstract]:A vertical market structure model consisting of upstream monopoly manufacturer, downstream leading retailer and marginal retailer is constructed. It is found that different market factors play different roles in the decision of private brand introduction, and that the primary determinant factors affecting the introduction of private brand are the private brand and the manufacturer. Brand quality differences, The second is the difference of unit quality cost, and the last is the market share of the retailer in the manufacturer's brand. When the quality difference between owner-brand and manufacturer brand is small, Retailers do not introduce their own brands. When the quality of owner-brand and manufacturer's brand is quite different, The introduction of private brand depends on the difference of unit quality cost. The market share of leading retailer in manufacturer's brand is not the decisive factor of the introduction of private brand. However, it can affect the regional scope of the introduction of private brand. The introduction of private brand reduces the wholesale price of brand products, and the greater the quality difference between private brand and manufacturer brand, The more wholesale prices are lowered, the lower retail prices and manufacturers' profits are reduced, but the impact on marginal retailers is uncertain.
【作者单位】：东北大学工商管理学院;
【基金】：国家自然科学基金面上项目“抗衡势力背景下产业链纵向控制的机理研究”(项目编号:71472032,项目负责人:李凯) “跨国公司在华RPM策略实施动因、垄断势力纵向传导及规制路径研究”(项目编号:71473066,项目负责人:李世杰) 国家留学基金委员会建设高水平大学公派研究生项目(留金发[2016]3100) 2016年度辽宁省哲学社会科学规划基金项目“东北地区科技成果转化一体化模式研究”(项目编号:L16CJY006,项目负责人:孙涛)
【分类号】：F273.2;F717

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