间接和混合渠道下零售商引入自有品牌的影响分析

doi:10.12005/orms.2017.0015

运筹与管理 ›› 2017, Vol. 26 ›› Issue (1): 103-112.DOI: 10.12005/orms.2017.0015

间接和混合渠道下零售商引入自有品牌的影响分析

李凯¹, 孙建华², 严建援¹

1.南开大学商学院,天津300071;
2.南开大学工业工程系,天津300071

收稿日期:2014-05-22 出版日期:2017-01-20
作者简介:李凯(1982-),男,副教授,硕士生导师,主要研究方向:物流与供应链管理、信息管理;孙建华(1990-),男,硕士研究生,主要研究方向:工业工程;严建援,女,(1955-),教授,博士生导师,主要研究方向:物流与供应链管理。
基金资助:
国家自然科学基金项目资助(71302017);中央高校基本科研业务费专项资金资助项目(NKZXB1456) 作者简介:李凯(1982-),男,副教授,硕士生导师,主要研究方向:物流与供应链管理、信息管理;孙建华(1990-),男,硕士研究生,主要研究方向:工业工程;严建援,女,(1955-),教授,博士生导师,主要研究方向:物流与供应链管理。间接和混合渠道下零售商引入自有品牌的影响分析李凯¹, 孙建华², 严建援¹(1.南开大学商学院,天津300071;2.南开大学工业工程系,天津300071)摘要:自有品牌的引入使渠道中制造商和零售商的市场绩效发生了较大变化。本文构建了两个制造商和一个零售商情境下零售商引入自有品牌的模型,分析了在间接渠道和混合渠道两种条件下引入自有品牌对零售商、制造商市场绩效的影响。通过分析表明,在间接渠道和混合渠道下,零售商引入自有品牌后,一方面会导致制造商品牌的批发价格、零售价格和制造商利润的降低,对制造商不利;另一方面能增加渠道总利润、零售商利润及零售商在整个渠道中的利润分成,零售商应该将自有品牌的战略定位为高质高价的品牌,而非低价低质的原始状态型品牌,而制造商单纯靠改变销售渠道模式的策略并不足以对抗自有品牌的冲击。

Analysis of Effect When Store Brands are Introducedin Indirect and Mixed Channels

LI Kai¹, SUN Jian-hua², YAN Jian-yuan¹

1.Business School Nankai University, Tianjin 300071, China;
2.Department of Industrial Engineering Nankai University, Tianjin 300071, China

Received:2014-05-22 Online:2017-01-20

摘要/Abstract

摘要： 自有品牌的引入使渠道中制造商和零售商的市场绩效发生了较大变化。本文构建了两个制造商和一个零售商情境下零售商引入自有品牌的模型,分析了在间接渠道和混合渠道两种条件下引入自有品牌对零售商、制造商市场绩效的影响。通过分析表明,在间接渠道和混合渠道下,零售商引入自有品牌后,一方面会导致制造商品牌的批发价格、零售价格和制造商利润的降低,对制造商不利;另一方面能增加渠道总利润、零售商利润及零售商在整个渠道中的利润分成,零售商应该将自有品牌的战略定位为高质高价的品牌,而非低价低质的原始状态型品牌,而制造商单纯靠改变销售渠道模式的策略并不足以对抗自有品牌的冲击。

关键词: 自有品牌, 制造商品牌, 渠道

Abstract: The introduction of store brand has an effect on market performance of retailers and manufacturers. This paper summarizes how to use method of mathematical modeling to study store brand and then builds a mathematical model about a retailer and two manufacturers, through which we analyze the effect of manufacturer and retailer’s market performance when store brands are introduced in indirect channel and mixed channel. On one hand, store brand introduction in both channels can lead to the decline of national brand's wholesale price, retail price and manufacturer profits, which is negative for manufacturer. On the other hand, store brand introduction in both channels can result in the increase of whole channel profits, retailer profits and the retailers’ profit proportion of whole channel profits. In addition, retailer should provide store brand with high-quality and high-price, rather than low-quality and low-price. As for manufacturers, changing the sales channel is rarely adequate to compete with store brands.

Key words: store brand, national brand, channel

中图分类号:

C931

李凯, 孙建华, 严建援. 间接和混合渠道下零售商引入自有品牌的影响分析[J]. 运筹与管理, 2017, 26(1): 103-112.

LI Kai, SUN Jian-hua, YAN Jian-yuan. Analysis of Effect When Store Brands are Introducedin Indirect and Mixed Channels[J]. Operations Research and Management Science, 2017, 26(1): 103-112.

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间接和混合渠道下零售商引入自有品牌的影响分析

Analysis of Effect When Store Brands are Introducedin Indirect and Mixed Channels

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