系统管理学报2025，Vol.34Issue(5)：1229-1241,13.DOI:10.3969/j.issn2097-4558.2025.05.003
基于产品质量差异的电商平台自有品牌入侵策略决策
E-Commerce Platform Choice of Encroachment Strategies Based on Product Quality Difference Between Manufacturer Brand and Private Brand
摘要
Abstract
The supply chain composed of a manufacturer and an e-commerce platform is considered under situations whether the e-commerce platform introduces private brand.Considering three encroachment strategies of e-commerce platform:no encroachment,low-quality private brand encroachment,and high-quality private brand encroachment,the impact of the product quality of manufacturer brand on the choice of e-commerce platform encroachment strategies is analyzed.The findings show that when the product quality of manufacturer brand is high,low-quality private brand encroachment strategy is not always beneficial to e-commerce platform;in contrast,e-commerce platform benefits from the high-quality private brand encroachment strategy if the product category size is large.Under certain conditions,the high-quality private brand encroachment strategy for e-commerce platform can improve channel profits,consumer welfare,as well as social welfare.When the product quality of manufacturer brand is an endogenous variable,e-commerce platform tends to introduce high-quality private brand,while manufacturer provides consumers with low-quality manufacturer's brand products.关键词
电商平台/自有品牌/制造商品牌/质量/入侵Key words
e-commerce platform/private brand/manufacturer brand/quality/encroachment分类
数理科学引用本文复制引用
FENG Zhongwei,LI Fangning,TAN Chunqiao,YANG Yuzhong..基于产品质量差异的电商平台自有品牌入侵策略决策[J].系统管理学报,2025,34(5):1229-1241,13.基金项目
国家自然科学基金资助项目(71802076,72274055) （71802076,72274055）
教育部人文社会科学研究青年基金资助项目(24YJCZH141) （24YJCZH141）
湖南省自然科学基金青年项目(2021JJ41089,2021JJ40614) （2021JJ41089,2021JJ40614）
湖南省教育厅优秀青年基金资助项目(19B041,20B607) （19B041,20B607）
