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| 考虑消费者偏好行为的供应链销售渠道与自有品牌决策研究 |
| A Study of Sales Channels and Private Label Decisions in Platform Supply Chains Considering Consumer Preference Behaviour |
| 投稿时间：2024-04-04 修订日期：2024-04-04 |
| DOI： |
| 中文关键词: 自有品牌 直销渠道 平台零售商 消费者品牌偏好 Stackelberg博弈 |
| English Keywords:Private label Direct channel Platform retailers Consumer brand preference Stackelberg game |
| Fund Project: |
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| 中文摘要: |
| 随着市场竞争的加剧，越来越多的制造商为了扩大市场份额，开设直销渠道，抢占零售市场。同时，零售商为了获取自身在供应链中的优势地位，在市场中推出自有品牌产品。本文主要研究一个由制造商和平台零售商组成的供应链，考虑制造商是否开设直销渠道和零售商是否引入自有品牌四种情形，运用博弈论的方法分别构建四个子博弈模型并求解，探讨了制造商的销售渠道策略和零售商自有品牌策略，并分析了相关重要参数对供应链各成员策略和运营决策的影响。研究发现：制造商开通直销渠道时，零售渠道中品牌产品的价格始终高于直销渠道，零售商引入自有品牌时，零售渠道中知名品牌的价格始终高于自有品牌；无论制造商是否建立直销渠道，零售商总是引入自有品牌，且与不开通直销渠道相比，直销渠道的开通会在一定程度上促进自有品牌的引入；零售商引入自有品牌时，若开通渠道的成本适当，制造商势必会开通直销渠道。 |
| English Summary: |
| As competition in the market intensifies, more and more manufacturers are opening direct sales channels to capture the retail market in order to expand their market share. Meanwhile, retailers are launching private label products in the market in order to gain their dominant position in the supply chain. This paper focuses on a supply chain consisting of a manufacturer and a platform retailer. Considering four scenarios of whether the manufacturer opens a direct sales channel and whether the retailer introduces its own brand, the paper constructs four sub-game models and solves them using game theory, discusses the manufacturer''s sales channel strategy and the retailer''s private label strategy, and analyses the impact of the relevant important parameters on the strategies and operational decisions of each member of the supply chain. It is found that: when the manufacturer opens the direct sales channel, the price of branded products in the retail channel is always higher than that in the direct sales channel, and when the retailer introduces its own brand, the price of famous brands in the retail channel is always higher than that of its own brand; whether the manufacturer establishes the direct sales channel or not, the retailer always introduces its own brand, and the opening of the direct sales channel promotes to a certain extent the introduction of its own brand when compared with the opening of the direct sales channel. When a retailer introduces its own brand, the manufacturer is bound to open a direct sales channel if the cost of opening the channel is appropriate. |
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