零售商自有品牌产品定价决策研究

发布时间：2019-03-23 19:16

【摘要】：随着自有品牌产品的出现和发展,制造商和零售商之间的竞争愈演愈烈,传统的制造商只负责生产而零售商只负责销售的行业固有模式被打破,零售商通过自有品牌产品的开发使得厂商获得了新的利润增长点,且自身的竞争力和行业地位也取得巨大提升。由于自有品牌产品在传统的零售业中所扮演的角色越来越重要,学术界也纷纷对自有品牌产品的开发动机,开发后零售商和制造商之间利益的改变、以及对消费者剩余和社会福利的影响等各方面展开研究。但针对零售商自有品牌产品如何定位、如何定价才能使自有品牌零售商利润最大化的研究还有待深入。因此,本文把零售商的市场势力、自有品牌产品质量以及制造商品牌产品价格作为三个影响自有品牌产品定价的因素,通过模型推导、算例分析和实证分析来探讨零售商自有品牌产品的最优定价决策。自有品牌产品的开发虽然为零售商提供了新的利润增长点,但如何选择自有品牌产品的品类以及如何对自有品牌产品合理定价才是零售商实现利润最大化的关键。零售商开发自有品牌产品后如果不做好充分的定价决策的话,结果可能适得其反。本文通过模型的构建和求解研究了上述三个因素对自有品牌产品定价的影响,以及三个因素共同作用时对定价的影响。研究发现:(1)自有品牌产品的价格与零售商的市场势力呈正相关关系;(2)自有品牌产品的价格与自身的质量呈正相关关系;(3)自有品牌产品的价格与制造商品牌产品的价格呈同方向变化,若制造商品牌产品价格降低,则自有品牌产品价格降低,若制造商品牌产品价格升高,则自有品牌产品价格也升高;(4)市场势力、自有品牌产品质量和制造商品牌产品价格三个变量共同作用时,零售商的总利润与各个变量都呈正相关关系。研究所得结论与现实经济规律基本相符。本文希望通过对自有品牌产品定价影响因素的分析,为日后零售商对自有品牌产品定价提供微薄的参考作用。
[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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