工业工程2025，Vol.28Issue(5)：80-91,122,13.DOI:10.3969/j.issn.1007-7375.240324
制造商不同经营目标下的零售商自有品牌入侵策略
A Retailer Private Brand Invasion Strategy Based on Different Manufacturer Business Objectives
摘要
Abstract
For a two-tier supply chain with a manufacturer and a retailer,this paper analyzes the impact of manufacturer preference for consumer surplus on the strategy of retailer private brand invasion,considering whether the business objectives of manufacturers take consumer surplus into account.The decisions and profits of supply chain members are compared between the different manufacturer business objectives of profit maximization and a hybrid of public welfare and profit.The findings reveal that the retailer invasion strategies can be classified into three types:ineffective,threatening,and mixed,according to the competitiveness of the private brand.Compared to profit maximization,the hybrid objective of manufacturers expands the region of the ineffective invasion strategy of retailers to hinder the private brand invasion;even in the case of a successful invasion,it can reduce potential profit losses.Regardless of whether the invasion occurs,manufacturer preference for consumer surplus weakens the double marginalization effect in the supply chain,reducing its own profit while improving the retailer profit,overall supply chain performance,and total consumer surplus.关键词
自有品牌/渠道入侵/定价策略/消费者剩余Key words
private brand/channel invasion/pricing strategy/consumer surplus分类
经济学引用本文复制引用
闵杰,刘少鹏,欧剑,曹宗宏..制造商不同经营目标下的零售商自有品牌入侵策略[J].工业工程,2025,28(5):80-91,122,13.基金项目
国家自然科学基金资助项目(72271004) （72271004）
