制造商品牌投入下服装零售商自有品牌产品的渠道价格决策分析

摘要

In the channel structure of a retailer selling its private brand products and manufacturer brand products, based on the upstream manufacturer brand advertising investment, this paper discusses the two manufacturers brand inputs based on advertising and products wholesale price competition, and focuses on the analysis of the manufacturer pricing and advertising strategy in two cases of the retailers occupying a market advantage and retailers and manufacturers having the same advantage, and the major factors which retailers should consider when they set products retail price.Finally, the paper analyses the product characteristics and the influence of industry environment variables on equilibrium solution. The conclusion shows that, when the product channels do not exist in the market advantage ( vertical Nash) it is more useful to consumer;with a degree of product differentiation and potential market demand basis increasing, the competi-tive rival products can also have certain benefits, but the increasing magnitude is less than the differentiated products.%本文在一家零售商既销售自有品牌产品又销售一家制造商品牌产品的渠道结构中，基于上游制造商广告投入下的品牌情况，探讨服装零售商占据市场优势以及零售商与制造商具有同等优势两种情况下制造商的定价与广告策略，以及零售商制定产品零售价格时所要考虑的主要因素，并分析产品特性及行业环境条件变量对均衡结果的影响。结论表明，产品渠道中不存在市场优势（垂直Nash）时对消费者更有益；随着一个产品差异化程度及其潜在的市场需求基础增加，竞争产品也能获得一定的收益，但增加的幅度要小于差异化产品。