自有品牌委托生产中零售商激励对制造商行为影响效应

从激励角度探求制约制造商机会主义行为的方法,通过访谈,归纳得到淘汰激励、声誉激励、信任激励、订单激励等四种主要的零售商激励方式,运用结构方程模型,研究这四种激励方式与制造商行为的关系。实证研究表明:淘汰激励和信任激励对制造商依从行为均存在正向效应;订单激励对制造商行为的影响具有双面性;声誉激励对制造商行为的影响存在无效性。

The Impact of Retailer's Incentive on Manufacturer's Behavior during Private-brand Entrusted Production

This Article explores the ways to restrict manufacturer's opportunistic behavior by incentive. Through interview,four key types of retailer incentive,which are Eliminate-incentive,Reputation-incentive,Trust-incentive and Order-incentive,have been generalized. And then,the relationship between that four incentives and manufacturer's opportunistic behavior is researched by using structure equation modeling. It showed that Eliminate-incentive and Trust-incentive have positive effect on manufacturer's acquiescence behavior,and the impact of Order-incentive on manufacturer's behavior has double-sided nature,while Reputation-incentive is invalid. Finally,some suggestions are proposed for optimal management.