成本差异条件下的自有品牌定位策略与渠道效应

自有品牌质量定位是自有品牌成功的关键因素,本文在考虑自有品牌相对制造商品牌成本差异的条件下,探讨不同质量定位的自有品牌引入策略及其渠道效应.研究表明:当低质量制造商品牌的批发价格足够高时,适合引入廉价自有品牌;当高质量制造商品牌的批发价格足够高时,适合引入溢价自有品牌.无论引入何种自有品牌,不同制造商品牌的批发价格和零售价格均下降,但下降程度会随着自有品牌相对成本优势下降而减少;引入廉价自有品牌时,制造商品牌批发价格和零售价格的下降程度均会随着自有品牌质量提高而增加;引入溢价自有品牌时,制造商品牌批发价格和零售价格的下降程度均会随着自有品牌质量提高而减少.无论引入何种自有品牌,制造商品牌的利润均会下降,但其下降幅度会随着自有品牌相对成本优势下降而降低;无论引入何种自有品牌,零售商利润均会提升,引入廉价自有品牌和溢价自有品牌,其提升幅度会随着自有品牌相对成本优势下降或自有品牌质量的增加而增加;在三类自有品牌中,引入溢价自有品牌对零售商利润的提升更显著.更为重要的是,无论引入何种质量的自有品牌,渠道的整体利润均会增加.

Positioning and channel effects of store brands under the condition of cost difference

Quality positioning strategy is the determinant of store brands success. Under the condition of cost difference between store brands and national brands, we consider the introduction strategies and channel effects of the store brands whose quality positioning strategies are different. The results are showed as follow:(i) When the wholesale price of the low-quality national brand is high enough, the retailer can introduce the economic store brand. When the wholesale price of the high-quality national brand is high enough, the retailer can introduce the premium store brand. (ii) No matter which kind of store brand the retailer introduces, the wholesale price and retailing price of the national brands will decrease, but their decreased degrees decrease with the store brand cost advantage of decreasing. When the economic store brand is introduced, the decreased degrees of the wholesale price and retailing price of the national brands increase with the the store brand quality increasing. When the premium store brand is introduced, the decreased degrees of the wholesale price and retailing price of the national brands decrease with the store brand quality increasing. (iii) No matter which kind of store brand the retailer introduces, the profits of the national brands will decrease, and their decreased degrees decrease with the store brand cost advantage decreasing. (iv) No matter which kind of store brand the retailer introduces, the retailer's profits will increase. When the economic or premium store brand is introduced, the increased degrees of retailer's profits increase, with the store brand cost advantage decreasing or the store brand quality increasing. In these three kinds of store brands being discussed, the premium store brand could most significantly enhance the retailer's profits. More importantly, the introduction of any kind of store brand could improve the profits of the entire supply chain.