基于渠道不对称的多品牌代理零售商的应对策略研究

从零售商角度出发,针对1个零售商及2个处于竞争的知名品牌、一般品牌制造商组成的供应链系统,运用Stackelberg博弈模型,研究了当渠道势力不对称时,渠道势力居中的零售商的应对策略问题。指出在一定条件下,以利润最大化为目标的零售商采取对高质低价的一般品牌进行广告促销策略,不仅可以增加零售商销售利润,而且更为重要的是,广告促销策略还可以增强零售商的渠道议价能力,成为迫使知名品牌制造商妥协退让,进而降低产品批发价的策略性武器。

Strategic multi-brand retailer response to the asymmetric supply chain channel

In a supply chain system formed by one retailer and two different brand manufactures, a Stackelberg game model was presented to illustrate a strategic retailer response to the asymmetric margin channel profit in an asymmetric channel. The retailer can make use of joint advertising and promotion for the general brand, which has high-quality and low-cost to gain more profits. In addition, this strategy can enhance the bargaining ability of the retailer, which can use it as a strategic weapon to elicit concessions from a well-known brand manufacturer.