南华大学学报（社会科学版）2025，Vol.26Issue(2)：90-100,11.DOI:10.13967/j.cnki.nhxb.2025.0026
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
Study on Supply Chain Sales Channels and Private Brand Decision-making Considering Consumer Preference Behaviour
摘要
Abstract
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 brand 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 re-tailer.Considering four scenarios of whether the manufacturer opens a direct sales channel and whether the retailer introduces its own brand,it constructs four sub-game models and solves them using game theory,discusses the manufacturer's sales channel strategy and the retailer's private brand strategy,and analyses the impact of the relevant important parameters on the strategies and operational deci-sions 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 the introduction of its own brand to a certain extent compared with not opening 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.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Key words
private brand/direct sales channel/platform retailers/consumer brand preference/Stackelberg game分类
管理科学引用本文复制引用
邵灵芝,周强..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[J].南华大学学报（社会科学版）,2025,26(2):90-100,11.基金项目
国家自然科学基金青年项目"考虑产品绿色创新的互补产品供应链决策与优化研究"资助(编号:71801004) （编号:71801004）
安徽省教育厅高校人文社科优秀青年项目"市场与政策驱动的互补供应链减排策略和竞合博弈研究"资助(编号:2022AH030041) （编号:2022AH030041）
