运筹与管理2024，Vol.33Issue(12)：92-99,8.DOI:10.12005/orms.2024.0391
自有产品质量与品牌产品销售模式选择策略研究
Selection Strategy for Quality of Store Products and Sale Mode of National Products
摘要
Abstract
With the rapid development of the economy and fast spread of Internet technology,consumer demands are changing rapidly.More and more retailers sell their store-brand products in addition to manufacturers'national-brand ones to meet the ever-changing consumer demands.The introduction of store-brand products has become an important means for retailers to expand their retail market share,have their say more in the market,increase profits,and create brand value.Retailers often position their store-brand products as lower-quality alter-natives to national-brand ones,attracting low-end consumers through lower retail prices.However,as the status of retailers in the retail market rises,some retailers have introduced store-brand products of higher quality than national-brand ones to meet high-end consumer demand.Therefore,introducing store-brand products of lower or higher quality than national-brand ones is a key concern for retailers. On the other hand,manufacturers usually adopt the resale mode to sell their products,i.e.,the manufactur-er wholesales its products to the retailer who then sets the retail price and sells them to consumers.However,with the development of Internet technology and emergence of e-commerce platforms,some manufacturers have adopted the agency mode to sell their products,i.e.,the manufacturer sells its products directly to consumers through the platform and venues provided by retailers,and retailers make profits from the commissions or revenue sharing of the products paid by the manufacturer.In recent years,the agency mode has become increasingly popular in the platform supply chain.Therefore,in the face of the threat of the introduction of retailers'products,which mode should manufacturers adopt to sell national-brand products,and how does the quality of the store-brand products introduced by retailers affect the strategy of choosing a sales mode for manufacturers'national-brand ones? To address the above issues,this paper establishes a competitive game model of product quality and sales mode choice between a national-brand product manufacturer and a store-brand product retailer.In addition to selling the manufacturer's national-brand products,the retailer can also introduce its store-brand products with lower or higher quality than the manufacturer's national-brand ones for sale.Faced with the introduction of store-brand products,the manufacturer can choose either the resale mode or the agency mode to sell its national-brand products.This paper focuses on the interaction between the qualities of the store-brand product and national-brand product sales modes and its effect.Firstly,this paper explores the pricing of the two products and the optimal sales mode for national-brand products with an introduction of low-quality and high-quality store-brand products,respectively.The results show that if the retailer introduces high-quality store-brand products,then the manufacturer can only choose the agency mode,while the introduction of low-quality store-brand products by the retailer increases the likelihood that the manufacturer will choose the agency mode.Secondly,the quality selection strategy of retailers'store-brand products is discussed,and the results show that the introduction of high-quality store-brand products is not always favorable to retailers,and the introduction of low-quality store-brand products is favorable to retailers if there is a small difference between the quality of high-quality store-brand products and that of national-brand ones,and if the quality of low-quality store-brand products differs from that of national-brand ones to a certain extent.Finally,the numerical example validates these conclusions.关键词
自有产品/转售/代售/谈判能力Key words
store brand product/resell/agency/negotiating ability分类
管理科学引用本文复制引用
李华冰,曹宗宏..自有产品质量与品牌产品销售模式选择策略研究[J].运筹与管理,2024,33(12):92-99,8.基金项目
国家自然科学基金资助项目(72271004) （72271004）
教育部人文社会科学研究规划基金项目(24YJA630004) （24YJA630004）
安徽省人文社会科学基金重点项目(SK2020A0277) （SK2020A0277）
安徽省高校优秀拔尖人才培育资助项目(gxyqZD2019058) （gxyqZD2019058）
安徽建筑大学博士启动基金项目(2019QDZ04) （2019QDZ04）
