工业工程2025，Vol.28Issue(5)：68-79,12.DOI:10.3969/j.issn.1007-7375.240253
基于炫耀性消费行为的奢侈品牌转售策略
Resale Strategies of Luxury Brands Based on Conspicuous Consumption Behavior
摘要
Abstract
With the rise of the resale market,it makes resale transactions a common phenomenon in the luxury industry,while the strategic interactions between brand owners and second-hand dealers remain underexplored.To analyze the optimal resale strategies of brand owners,this study constructs a game theory model incorporating consumer conspicuous behavior to explore the typical strategies employed by brand owners in response to second-hand dealer intrusion.Three strategies are included,which are boycott,competition,and brand licensing.Optimal pricing and profits of both brand owners and second-hand dealers are derived using different strategies.Results show that brand owners consistently benefit from the status-seeking conspicuous behavior of consumers.When second-hand dealers enter the market with products of equally low(or high)quality and authenticity,they either damage the brand image and dilute brand value or harm the profits of brand owners due to the strong substitution of second-hand products.Licensing fees,as a regulatory tool,can enhance channel efficiency,and the double marginalization effect in decentralized channels under brand licensing can actually benefit both brand owners and second-hand dealers,leading to a win-win outcome.Additionally,the core conclusion remain robust when the consumer utility function is extended,and a reduction in profit may occur only when the brand owner chooses the competition strategy.The conclusions of this study provide theoretical foundations and strategic recommendations for luxury brands to formulate scientific resale decisions.关键词
奢侈品/炫耀性消费/转售/二手市场/品牌授权Key words
luxury goods/conspicuous consumption/resale/second-hand market/brand licensing分类
管理科学引用本文复制引用
李良,王芳,聂佳佳..基于炫耀性消费行为的奢侈品牌转售策略[J].工业工程,2025,28(5):68-79,12.基金项目
国家自然科学基金资助项目(71672153) （71672153）
