零售商自有品牌产品定价决策研究
[Abstract]:With the emergence and development of self-branded products, the competition between manufacturers and retailers is becoming more and more intense, and the traditional manufacturers are only responsible for production and retailers are only responsible for the sale of the industry's inherent pattern has been broken. Retailers have gained a new profit growth point through the development of their own brand products, and their competitiveness and industry status have also been greatly improved. As the role of self-branded products in the traditional retail industry is becoming more and more important, academia has one after another to develop their own brand products motivation, after the development of the interests between retailers and manufacturers change, And the impact of consumer surplus and social welfare and other aspects of research. However, the research on how retailers own brand products are located and how to price their own brand retailers can maximize the profit of their own brand retailers remains to be further studied. Therefore, this paper regards the retailer's market power, the quality of its own brand products and the price of the manufacturer's brand products as the three factors that influence the pricing of its own brand products, and deduces the model by means of the model. Example analysis and empirical analysis are used to discuss the optimal pricing decision of retailers' own brand products. Although the development of self-owned brand products provides a new profit growth point for retailers, how to choose the category of their own brand products and how to price their own brand products reasonably is the key to achieve profit maximization of retailers. If retailers do not make adequate pricing decisions after developing their own branded products, the results may backfire. Through the construction and solution of the model, this paper studies the influence of the above three factors on the pricing of self-owned brand products, and the influence of the three factors on the pricing when the three factors work together. It is found that: (1) there is a positive correlation between the price of self-owned brand products and the retailer's market power; (2) the price of self-owned brand products is positively correlated with their own quality; (3) the price of the self-owned brand product changes in the same direction as the price of the manufacturer brand product, if the price of the manufacturer brand product decreases, the price of its own brand product decreases, and if the price of the manufacturer brand product increases, Then the price of its own brand products also increased; (4) when the market forces, the quality of their own brand products and the price of the manufacturer's brand products work together, the total profit of the retailer is positively correlated with each variable. The conclusions obtained are basically consistent with the real economic law. Through the analysis of the factors influencing the pricing of self-owned brand products, this paper hopes to provide a slight reference for retailers to price their own brand products in the future.
【学位授予单位】:山东大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:F273.2;F274
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