摘要
双渠道供应链情形下制造商如何使用不同的品牌策略来缓解网络渠道与传统零售渠道的利益冲突并提高自己的利润?文章运用品牌经济学原理并引入选择成本分析范式,利用品类相似系数和品牌相似系数构建Stackelberg博弈模型并对制造商不同的品牌策略进行比较分析。研究得出:制造商在不同产品品类相似的情况下,可在双渠道供应链中采取单一品牌策略来提高利润,但这种策略会降低零售商的利润而受到其抵制;制造商在不同产品品类独立或对立性的情况下,可在双渠道供应链中采取多品牌策略,并且这种策略会使制造商与零售商双方的利润都增加,是双方的最优策略。
How can manufacturer use different brand strategies to mitigate the conflict between network channel and retail channel and to improve profit in dual-channel supply chain? Based on brand economics theory,cost analysis paradigm,category similarity coefficient and brand similarity coefficient,herein Stackelberg model is constructed to compare the different brand strategies of the manufacturer.Conclusions are shown below.If the product categories are similar,manufacturer can use single brand strategy in the dual-channel supply chain to increase profit;however,this strategy will reduce the profit of retailer and make the manufacturer boycotted by retailer.If the product categories are independent or opposite,manufacturer can adopt multi brand strategy in dual-channel supply chain.This strategy will increase the profit both manufacturer and retailer, hence becoming the optimal strategy of both sides.
作者
孙曰瑶
尚豫新
SUN Yue-yao;SHANG Yu-xin(School of Economics,Shandong University,Jinan 250100,China;Department of economics and management,Changji University,Changji831100,China)
出处
《华东经济管理》
CSSCI
北大核心
2019年第4期141-147,共7页
East China Economic Management
基金
国家社会科学基金项目(17BJY104)
新疆高校科研计划项目(XJEDU050212C06)
关键词
双渠道供应链
品类相似系数
品牌相似系数
dual-channel supply chain
category similarity coefficient
brand similarity coefficient
