放弃制造商品牌？——制造商入侵与自有品牌引入的博弈分析

doi:10.3969/j.issn.1007-7375.2020.01.005

摘要/Abstract

摘要： 研究直销渠道和零售渠道以及制造商品牌和自有品牌之间的竞争关系。考虑了零售商放弃销售制造商品牌产品的情形，分析了6种情境下的博弈模型，得出了供应链成员的博弈均衡策略和利润，进一步探讨了不同参数对供应链双方策略选择的影响。结果表明，零售商放弃销售制造商品牌产品的充分条件是自有品牌产品生产成本小于制造商品牌产品生产成本。此时，如果制造商品牌产品生产成本和直销运营成本较小，且自有品牌产品生产成本接近于制造商品牌产品生产成本，制造商入侵；否则，制造商拒绝开通直销渠道。

关键词: 制造商品牌, 自有品牌, 直销渠道, 博弈论

Abstract: A study is conducted on the competition not only between direct channel and retail channel but between national brand and store brand. By considering the situation that the supplier opens up a direct channel, and the retailer gives up selling the national brand and introduce the store brand, the non-cooperative game between retailers and suppliers is investigated under six scenarios. The research draws on different Nash equilibrium strategies and profits, further exploring the impact of different parameters on the strategic choices of both sides of the supply chain. Results indicates that, the retailer gives up selling the national brand when the production cost of store brand is less than the production cost of national brand. At this time, if the production cost of national brand and the direct selling cost are small, and the production cost of store brand is close to the production cost of national brand, the supplier encroaches; otherwise, the supplier refuses to open up a direct channel.

Key words: national brand, store brand, direct channel, game theory

中图分类号:

刘盾, 宋慧玲, 聂佳佳. 放弃制造商品牌？——制造商入侵与自有品牌引入的博弈分析[J]. 工业工程, 2020, 23(1): 35-43,58.

LIU Dun, SONG Huiling, NIE Jiajia. Give up the National Brand? —A Game Analysis between Supplier Encroachment and Store Brand Introduction[J]. Industrial Engineering Journal, 2020, 23(1): 35-43,58.

参考文献

[1] ARYA A, MITTENDORF B, SAPPINGTON D E M. The bright side of supplier encroachment[J]. Marketing Science, 2007, 26(5):651-659
[2] PARK S Y, KEH H T. Modeling hybrid distribution channels:a game-theoretic analysis[J]. Journal of Retailing and Consumer Services, 2003, 10(3):155-167
[3] WANG Y S, BELL D R, PADMANABHAN V. Supplier-owned retail stores[J]. Marketing Letters, 2009, 20(2):107-124
[4] CHIANG W K, CHHAJED D, HESS J D. Direct marketing, indirect profits:a strategic analysis of dual-channel supply-chain design[J]. Management Science, 2003, 49(1):1-20
[5] 郭亚军, 赵礼强. 基于电子市场的双渠道冲突与协调[J]. 系统工程理论与实践, 2008, 28(9):59-66
GUO Yajun, ZHAO Liqiang. The conflict and coordination in dual channel based on e-market[J]. Systems Engineering-Theory & Practice, 2008, 28(9):59-66
[6] 晏妮娜, 黄小原, 刘兵. 电子市场环境中供应链双源渠道主从对策模型[J]. 中国管理科学, 2007, 15(3):98-102
YAN Nina, HUANG Xiaoyuan, LIU Bing. Stackelberg game models of supply chain dual-channel coordination in e-markets[J]. Chinese Journal of Management Science, 2007, 15(3):98-102
[7] 颜永新, 徐晓燕. 零售商双渠道适应性及协调研究[J]. 系统管理学报, 2012, 21(5):602-608
YAN Yongxin, XU Xiaoyan. Adaptability and coordination of retailer's dual-channels[J]. Journal of Systems & Management, 2012, 21(5):602-608
[8] BERNSTEIN F, SONG J S, ZHENG X N. "Bricks-and-mortar" vs "clicks-and-mortar":an equilibrium analysis[J]. European Journal of Operational Research, 2008, 187(3):671-690
[9] ERJIANG E, PENG G, TIAN X, et al. Online cooperative promotion and cost sharing policy under supply chain competition[J]. Mathematical Problems in Engineering, 2016(1):1-11
[10] YAN R L. Demand forecast information sharing in the competitive online and traditional retailers[J]. Journal of Retailing & Consumer Services, 2010, 17(5):386-394
[11] CAI G S. Channel selection and coordination in dual-channel supply chains[J]. Journal of Retailing, 2010, 86(1):22-36
[12] MILLS D E. Why retailers sell private labels[J]. Journal of Economics and Management Strategy, 1995, 4(3):509-528
[13] BONTEMS P, MONIER-DILHAN S, RÉQUILLART V. Strategic effects of private labels[J]. European Review of Agricultural Economics, 1999, 26(2):147-165
[14] BONTEMPS C, OROZCO V, RÉQUILLART V. Private labels, national brands and food prices[J]. Review of Industrial Organization, 2008, 33(1):1-22
[15] 范小军, 陈宏民. 零售商导入自有品牌对渠道竞争的影响研究[J]. 中国管理科学, 2011, 19(6):79-87
FAN Xiaojun, CHEN Hongmin. Research on the effect of private label introduction on channel competition[J]. Chinese Journal of Management Science, 2011, 19(6):79-87
[16] 朱瑞庭, 许林峰. 自有品牌对连锁商业品牌战略的影响分析[J]. 财经论丛, 2009, 142(1):93-98
ZHU Ruiting, XU Linfeng. The analysis of private brands' influence on retailer's brand strategy[J]. Collected Essays on Finance and Economics, 2009, 142(1):93-98
[17] 王华清, 李静静. 基于感知质量的自有品牌产品定价决策[J]. 系统工程理论与实践, 2011, 31(8):1454-1459
WANG Huaqing, LI Jingjing. Pricing decision of the private label based on perceived quality[J]. Systems Engineering-Theory & Practice, 2011, 31(8):1454-1459
[18] 王蒙, 杨蕙馨. 零售商自有品牌与制造商自建渠道对产品创新的影响分析[J]. 武汉轻工大学学报, 2012(2):89-92
WANG Meng, YANG Huixin. Effects of the store-owned brands and direct marketing channels on innovation[J]. Journal of Wuhan Polytechnic University, 2012(2):89-92
[19] 李海, 崔南方, 徐贤浩. 零售商自有品牌与制造商直销渠道的互动博弈问题研究[J]. 中国管理科学, 2016, 24(1):107-115
LI Hai, CUI Nanfang, XU Xianhao. Game analysis on the interplay between introduction of store brand by retailer and direct channel by manufacturer[J]. Chinese Journal of Management Science, 2016, 24(1):107-115
[20] 聂佳佳. 预测信息分享对制造商开通直销渠道的影响[J]. 管理工程学报, 2012, 26(2):106-112
NIE Jiajia. The effect of forecast information sharing on manufacturer's launching direct channels[J]. Journal of Industrial Engineering & Engineering Management, 2012, 26(2):106-112