制造商广告介入对零售商自有品牌的影响研究

目的/意义零售商自有品牌的引入能增强自身竞争实力，改变渠道竞争格局。本文旨在探讨零售商引入自有品牌前后，制造商引入广告对渠道成员产生的影响。方法/过程基于消费者特征和产品品牌差异性构建渠道需求函数和Stackelberg博弈模型。结果/结论分析结果表明:1)零售商引入自有品牌在提高自身利润水平的同时，会损害制造商的利润。2)在零售商引入自有品牌的情况下，制造商的广告投入对零售商自有品牌产品的质量有一定的抑制作用。3)当零售商自有品牌产品的质量限于一定范围时，制造商引入广告能够使得双方共赢。

The Impact of Manufacturers' Advertising Intervention on Retailers' Store Brands

Purpose/SignificanceThe introduction of retailer's store brand has enhanced their competitive strength and changed the competition channel pattern. This paper discusses the impact of manufacturers' advertising on channel members before and after introducing store brand.Method/ProcessThis paper builds channel demand function and Stackelberg game model based on consumer characteristics and product brands.Result/ConclusionThe results show that: 1) While retailers introduce store brands to improve their profit, it may affect manufacturer's profit. 2) If retailers introduce store brands, the manufacturer's advertising investment will have a certain inhibitory effect on the quality of the retailer's store brand. 3) When the quality of retailers' own brand products is limited to a certain range, the introduction of advertisements by manufacturers can achieve a win-win situation.