Bridge,Focus, Attack,or Stimulate: Retail Category Management Strategies with a Store Brand

We investigate a monopolist retailer's category management strategy where the main strategic decisions are how to horizontally position a store brand relative to the incumbent national brands and how to price the store and national brands for retail category profit maximization. We analyze a market composed of two consumer segments with differing tastes and heterogeneity with respect to willingness to pay and a product category consisting of two competing national brands and one store brand. We find that contrary to the existing literature, it is not always optimal for a retailer to position its store brand against the leading national brand; instead there are many situations where it is best to position the store brand close to the weaker national brand or to position it in the “middle” so it appeals to both national brands' target segments. In the process we identify four distinct category management strategies that a retailer can use with a store brand. In three of these the optimal store brand price is the brand's monopoly price, while in the remaining one strategy the price is lower. We also suggest an easy to implement means for a retailer to determine which strategy is best to use, depending on the particular competitive environment present before the introduction of the store brand and the relative quality of the store brand. We find that the store brand entry is most beneficial to the retailer when the national brands are moderately differentiated. Finally we show that introducing a store brand not only allows the retailer to garner a higher share of the channel profits through higher retail margins, but also often provides the retailer the benefit of increases in national brand unit sales as well as incremental sales from the store brand. JEL Classification: M310     

Flagship stores for FMCG national brands: Do they improve brand cognitions and create favorable consumer reactions?

National brands have begun to engage in direct distribution, displaying the brand in its own biotope. Such operation of flagship stores is one means of forward verticalization. From samples of visitors to two flagship stores of fast-moving consumer goods brands, this study analyzes the effects of the flagship store visit on brand experience, brand equity, brand attachment, and loyalty. In the low-involvement FMCG context, flagship stores are useful for reinforcing brand experience. However, flagship store-fueled brand experience does not necessarily lead to favorable consumer reactions; its effect on future purchases is mediated by both brand equity and brand attachment.     

新时期农村流通体系的构建模式

目前,我国农村流通体系已初步呈现出“双向流通”、“循环流通”、“现代流通”和“一网多用”的特点,为此,新时期农村流通体系的构建应包括以“批发市场”和“农家店”为载体的城乡双向流通体系,以“大型农产品批发市场”为主、“农超对接”为辅的“农产品进城”体系,以农家店、集贸市场、超市为主的农村终端零售网络和以“回收拆解企业”、“二手市场”和“以旧换新”为主的农村再生资源回收体系。目前应采取的措施主要是推进“一网多用”、加快大型农产品批发市场建设、发展农村“二手市场”。     

农户科学储粮技术认知与采用意愿研究——基于山东省的实证分析

山东是经济发达的产粮大省,农户科学储粮技术在山东的试点对全国其它地区具有示范作用与借鉴意义。文章基于山东361户农户调查数据资料,首先考察\"农户科学储粮专项\"试点背景下农户2010~2012连续3年的小麦与玉米年末存量、储存方式、储藏损失、储粮目的及储存效果,然后对农户科学储粮技术的认知、采用及其效果进行描述性统计分析,并运用Logistic模型深入探究影响农户科学储粮技术采用意愿的个人及家庭特征因素。结果表明:农户近3年来粮食储量稳定,主要储粮方式是袋装与缸装,损耗来源于鼠害、虫害及霉菌;科学储粮技术效果明显,但普及率低;大多数农户具有技术采用意愿;家庭人口学特征与粮食生产、消费和储备情况及农户对技术的了解情况在不同程度上影响其技术采用意愿。主要政策建议与启示为:扩大试点范围,开发不同技术满足各类农户需求,并探索适当的补贴机制、构建技术服务体系,融\"科学储粮工程\"于新农村建设及农业服务体系之中。     

“品牌战略”与当代中国武术发展路径选择

从品牌战略的视角对中国武术发展进行全面剖析。中国武术存在的突出问题如下：竞技武术难度过高,不易普及推广;传统武术缺乏统一教材,推广时杂乱无序;段位制武术不易科学量化。中国武术进一步发展,必须塑造武术品牌、建立武术标准化、以连锁式经营来推广。     

五感体验及其在服装卖场营销中的应用

随着服装市场竞争的日益激烈,终端卖场在服装品牌运营中发挥的作用越来越显著;五感体验作为体验营销的分支之一,已经越来越受到企业的重视。而目前我国服装卖场营销中的五感体验的现状是:实践领先于理论。本文则探讨了五种体验在服装卖场营销中的应用,从而为服装卖场营销中的五感体验的应用提供一定的理论依据。     

The influence of supermarket attributes on perceived customer satisfaction: an East Asian study

Despite the proliferation of theoretical developments in the area of western consumer behaviour, to date the likelihood of Asian variants to existing consumer behavioural models has not been explored in any detail. Based on prior research in the field of retail attribute testing this empirical study investigates the influence of supermarket store attributes on Chinese (Macau) customer satisfaction moderated by the biographical factors of age and income. The results indicate that the store attributes of distance and speed of check out were significant for age, and that delivery service and price reductions were significant by income. Total independent variable rankings indicated store location, price and product variety were perceived by Chinese respondents as being the most important store attributes influencing satisfaction.     

The Impact of the Multi-channel Retail Mix on Online Store Choice: Does Online Experience Matter?

More and more grocery retailers are becoming multi-channel retailers, as they are opening an online alternative next to their traditional offline supermarkets. While the number of multi-channel grocery shoppers is also expanding at a fast growth rate, there are still large differences in online shopping frequency, and as a result, in the levels of experience with buying in the online grocery channel. This study wants to (i) identify the underlying drivers of online store choice and (ii) explore if and how these drivers change when multi-channel shoppers gain online grocery shopping experience. We investigate this question with an online store choice model using purchase data of an extensive UK household panel over a two-year period, covering all multi-channel retailers in the grocery market. Our results show that multi-channel shoppers, at the start of online grocery shopping, tend to select the online store belonging to the same chain as their preferred offline store, especially when the online store is strongly integrated with the offline store in terms of assortment. When online grocery shopping experience increases, multi-channel shoppers’ focus shifts from a comparison within a chain across channels to a comparison across chains within the online channel, resulting in an increasing importance of online assortment attractiveness and online loyalty when choosing an online store.