商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2015年
8期
149-155
,共7页
服装零售商%垂直优势%自有品牌%制造商品牌%竞争
服裝零售商%垂直優勢%自有品牌%製造商品牌%競爭
복장령수상%수직우세%자유품패%제조상품패%경쟁
clothing retailers%vertical advantages%private brand%manufacturer brand%competition
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。
本文在一傢零售商既銷售自有品牌產品又銷售一傢製造商品牌產品的渠道結構中，基于上遊製造商廣告投入下的品牌情況，探討服裝零售商佔據市場優勢以及零售商與製造商具有同等優勢兩種情況下製造商的定價與廣告策略，以及零售商製定產品零售價格時所要攷慮的主要因素，併分析產品特性及行業環境條件變量對均衡結果的影響。結論錶明，產品渠道中不存在市場優勢（垂直Nash）時對消費者更有益；隨著一箇產品差異化程度及其潛在的市場需求基礎增加，競爭產品也能穫得一定的收益，但增加的幅度要小于差異化產品。
본문재일가령수상기소수자유품패산품우소수일가제조상품패산품적거도결구중，기우상유제조상엄고투입하적품패정황，탐토복장령수상점거시장우세이급령수상여제조상구유동등우세량충정황하제조상적정개여엄고책략，이급령수상제정산품령수개격시소요고필적주요인소，병분석산품특성급행업배경조건변량대균형결과적영향。결론표명，산품거도중불존재시장우세（수직Nash）시대소비자경유익；수착일개산품차이화정도급기잠재적시장수구기출증가，경쟁산품야능획득일정적수익，단증가적폭도요소우차이화산품。
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.
