製造商利用私有品牌整合通路上下游利益之研究
Date Issued
2003
Date
2003
Author(s)
DOI
912416H002002
Abstract
In this paper, we study the role of
private labels in integrating the interests
of channel members. In a market
consisting of high-valuation consumers
and low-valuation ones, we consider a
retailer’s optimal private label strategy
and a national brand’s optimal decision
about whether to manufacture the
private label for the retailer. Moreover,
we examine how the presence of a private label influences the equilibrium
quality design for the retailer’s product
line. We derive the following results:
1. The presence of a private label raises
the equilibrium quality of the
product item targeted to the
low-valuation consumers. As a result,
the total channel profits may
increase.
2. Under some conditions, the presence
of a private label can extend the
national brand’s product line, thus
serving a new segment of
consumers.
3. If the retailer, after being rejected by
the national brand manufacturer, can
find a second supplier for his private
label, then the private label is even
more likely to occur. In fact, unless a
vertically integrated channel drops
the low-end item, a private label can
always occur.
4. The lower the importance of
low-valuation consumers, the more
likely that the retailer chooses the
national brand manufacturer rather
than other suppliers to produce his
private label.
Subjects
Private Label
Product Line
Design
Design
Channel
Publisher
臺北市：國立臺灣大學工商管理學系
Type
report
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