跳到主要內容

簡易檢索 / 詳目顯示

回結果列表
研究生： 蕭雅綺
Ya-Chi Hsiao
論文名稱： 兩製造商之自有品牌合約競爭問題
Contracting campaign of the private label between two manufacturers
指導教授： 曾富祥
Fu-Shiang Tseng
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業管理研究所
Graduate Institute of Industrial Management
畢業學年度： 97
語文別： 英文
論文頁數： 26
中文關鍵詞： 雙頭壟斷 、替代率 、自有品牌
外文關鍵詞： Private labels, Substitutability, Duopoly
相關次數： 點閱：14  下載：0 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • 近年來，越來越多的零售商紛紛投入發展自有品牌，並視其為一項增加獲利的重要來源。本文中，我們以一個數學模型，探討在雙頭壟斷的市場中，兩個製造商彼此生產具替代性的產品，且將自身商品賣給同一個零售商。然而，當零售商的自有品牌加入市場後，兩個相互競爭的製造商應如何訂定自有品牌的批發價格，以期獲得與零售商合作生產自有品牌。藉此，製造商可彌補因為自有品牌出現後所造成需求減少帶來的損失，甚至透過這樣的合作關係，可以賺取更多的利潤。利用數學模型，以製造商的角度出發，找出最佳的定價策略。除此之外，我們也討論參數對我們模型的影響，例如產品替代率，製造成本以及市場基礎。最後，提出一些例題解釋我們得到的研究以及觀察結果。

    Recently, more and more retailers invest in developing private labels (PLs) and think it is the important source of increasing profit. In this study, we propose a duopoly model of two manufacturers who produce substitutable products, and sell their goods through the same retailer. When retailer’s PL has been introduced in this market, what the wholesale prices two competed manufacturers should offer to win the production of PLs. The motivation for manufacturers to react is that it can compensate the loss of profit and may earn more than their loss. Therefore, the purpose of this paper is to determine an appropriate wholesale price which the manufacture can get the opportunity to cooperate with the retailer. Furthermore, we discuss how the parameters such as product substitutability, manufacturing cost and the base level of demand affect the model. We also provide example to illustrate some observations at the end.

    中文摘要 i Abstract ii Content iii List of Figures iv List of Tables v 1. Introduction 1 1.1 Background and Motivation 1 1.2 Research Objectives 2 1.3 Research framework 2 2. Literature review 4 2.1 The study of PLs 4 2.2 The channel structure and the product substitutability 6 2.3 The source of our demand function 7 3. The Model 8 3.1 Scenario setting 8 3.2 Demand function and notation 9 3.3 The original model without the PL 11 3.4 The model with the PL 13 4. Sensitivity Analysis 15 4.1 The numerical result of the model with the PL 15 4.2 Analysis of substitutability and competitive degree 16 4.3 Analysis of the manufacturing cost 18 4.4 Analysis of the base level of demand 19 5. Summary and Future Research 22 Reference 24

    1. Apelbaum, Eidan, Eitan Gerstner, and Prasad A. Naik. (2003). “The Effects of Expert Quality Evaluations Versus Brand Name on Price Premiums,” The Journal of Product and Brand Management, Vol. 12, No. 2/3, pp. 154–165.
    2. Ailawadi Kusum L. and Bari Harlam. (2004). “An Empirical Analysis of the Determinants of RetailMargins: The Role of Store-Brand Share,” Journal of Marketing, Vol. 68, No. 1, pp. 147–165.
    3. Choi, S.C., (1991). “Price competition in a channel structure with a common retailer,” Marketing Science, Vol. 10, No. 4, pp. 271–296.
    4. Choi, S. C, (1996). “Price competition in a duopoly common retailer channel,” Journal of Retailing, Vol.72, No.2, pp.117-134.
    5. Corstjens, M. and Rajiv Lal. (2000). “Building Store Loyalty Through Store Brands,” Journal of Marketing Research, Vol.37, August, pp. 281–291.
    6. Corstjen, M. and Lal, R. (2000). “Building store loyalty through store brands,” Journal of Marketing Research, Vol. 37, August, pp. 281–291.
    7. Cotterill, R. W., Dhar, R. and Putsis, W. (2000). “Assessing the competitive interaction between private labels and national brand,” Journal of Business, Vol. 73, No. 1, pp. 109–137.
    8. Chintagunta, Pradeep K., Andr’ e Bonfrer, and Inseong Song. (2002). “Investigating the Effects of Store-Brand Introduction on Retailer Demand and Pricing Behavior,” Management Science, Vol. 48, No. 10, pp. 1242–1267.
    9. Cheng Wu, C. and Jen Wang, C. (2005). “A positive theory of private label: a strategic role of private label in a duopoly national-brand market,” Marketing Letters, Vol. 16,No. 2, pp. 143–161.
    10. Dhar, S. K., and S. J. Hoch (1997).”Why Store Brand Penetration Varies by Retailer,” Marketing Science, Vol. 16, No. 3, pp. 208-227.
    11. Dunne, David and Chakravarthi Narasimhan. (1999). “The New Appeal of Private Labels,” Harvard Business Review, May-June, 41–52.
    12. Hoch, Stephen J. and Shumeet Banerji. (1993). “When Do Private Label Succeed?” Sloan Management Review, Vol. 34, Summer, pp. 57–59.
    13. Hoch, Stephen J. (1996). “How Should National Brands Thinks About Private Labels?” Sloan Management Review, Vol. 37, Winter, pp. 89–102.
    14. Kim,Namwoon, and PhilipM. Parker. (1999). “CollusiveConduct in Private LabelMarkets,” International Journal of Research in Marketing 16(2), 143–155.
    15. Lal, Rajiv. (1990). “Price Promotions: Limiting Competitive Encroachment,” Marketing Science, Vol. 9, Summer, pp. 247–262.
    16. McGuire, Timothy W.; Staelin, Richard. (1983). “An industry equilibrium analysis of downstream vertical integration,” Marketing Science, Vol. 2, pp. 161–191.
    17. Mills, David E. (1999). “Private Labels and Manufacturer Counterstrategies,” European review of Agricultural Economics, Vol. 26, pp. 125–145.
    18. Marketing week. (2000). “Private Labels on Parade,” Vol. 23, No. 27, pp. 46.
    19. Narasimhan, Chakravarthi and Ronald T. Wilcox. (1998). “Private Label and the Channel Relationship: A Cross-Category Analysis,” Journal of Business, Vol. 71, No. 4, pp. 573–600.
    20. Obina, J., Rubio, N. and Yague, J. M. (2006). “Relationship of retail brand manufacturers with retailers, International Review of Retail,” Distribution and Consumer Research, Vol. 16, No. 2, pp. 257–275.
    21. Pauwels, K., and S. Srinivasan. (2004). ”Who Benefits from Store Brand Entry?” Marketing Science, Vol. 23, No. 3, pp. 364-390.
    22. Quelch John A. and David Harding. (1996). “Brands Versus Private Labels: Fight to Win,” Harvard Business Review, Jan-Feb, pp. 99–109.
    23. Rao, Ram C. (1991). “Pricing and Promotions in Asymmetric Duopolies,” Marketing Science, Vol. 10, No. 2, pp. 131–144.
    24. Raju, J.S., Sethuraman, R., Dhar, S.K., (1995). “The introduction and performance of store brands,” Management Science, Vol. 41, No. 6, pp. 957–978.
    25. Sayman, Serdar, Stephen J.Hoch, and Jagmohan S.Raju. (2002). “Positioning of StoreBrands,”Marketing Science, Vol. 21, No. 4, pp. 378–397.
    26. Sethi, Suresh P.; Yan, Houmin; Zhang, Hanqin. (2005). “Analysis of a Duopoly Supply Chain and its Application in Electricity Spot Markets,” Annals of Operations Research, Volume, Vol. 135, pp. 239-259.
    27. Trivedi, Minakshi. (1998). “Distribution channels: An extension of exclusive retailership,” Management Science, Vol. 44, pp. 896-910.
    28. Winningham, Bruce. (1999). “Private Label Grows Up,” Discount Merchandiser, Vol. 39, No. 11, pp. 109–112.

    QR CODE
    :::