基于感知质量的自有品牌产品定价决策

零售商能否实现开发自有品牌的目的, 取决于如何对自有品牌产品的定价决策, 而产品实际质量和消费者感知质量是影响该问题的关键 因素, 据此从新的角度分别构建了只存在制造商品牌、制造商品牌和零售商自有品牌共存的Stackelberg博弈模型, 研究表明: 当零售商采取绝对定价时, 其定价决策不受制造商品牌的影响, 只跟感知质量、产品成本以及消费者忠诚度有关; 当零售商采取跟随定价时, 定价差异取决于消费者对两类品牌感知质量差异和实际质量差异的共同作用, 且感知质量差异的影响幅度较大; 同时, 零售商可根据自有品牌的感知质量、消费者忠诚度及生产成本, 对制造商产品采取不同的定价决策．

Pricing decision of the private label based on perceived quality

Whether the retailer can achieve the purpose of private label development depends on the pricing decisions on products of private label.And actual quality and consumer perceived quality are the key factors impact the price of it.So this article constructed Stackelberg models in cases of only existence of manufacturing brands and coexistence of manufacturing brand and private label respectively from a new viewpoint.The research shows that:when the retailer prices the private label all by it's own factors, th...