| 零售商自有品牌对市场绩效的影响研究 |
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| 引用本文： | 张赞.零售商自有品牌对市场绩效的影响研究[J].财经问题研究,2009(8). |
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| 作者姓名： | 张赞 |
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| 作者单位： | 上海大学,管理学院,上海,200444 |
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| 基金项目： | 国家自然科学基金项目"我国商品流通渠道中工商关系的机理与协调机制研究"，上海高校选拔培养优秀青年教师科研专项基金 |
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| 摘 要： | 近年来关于自有品牌的理论研究成为学术界的一个热点.本文将零售商自有品牌的质量水平设为一个变量,结合目前国内零售商自有品牌产品质量较低的现实,在上游两家生产商下游一家零售商的分析框架下,运用博弈论方法,讨论零售商引入自有品牌对市场绩效的影响.
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| 关 键 词： | 自有品牌 市场绩效 零售商 质量 |
The Effects of Retailer's Store Brand on Market Performance |
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| ZHANG Zan.The Effects of Retailer's Store Brand on Market Performance[J].Research On Financial and Economic Issues,2009(8). |
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| Authors: | ZHANG Zan |
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| Institution: | ZHANG Zan (School of Management,Shanghai University,Shanghai 200444,China) |
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| Abstract: | The research on retailers' store brand has been a hot topic in recent years.Considering the lower quality of domestic store brand products,the paper sets the store brand quality as a parameter and discusses the effects of retailer's store brand on market performance in the frame of two upstream manufactures and one downstream retailer. |
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| Keywords: | store brand market performance retailer quality |
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