周善瑜2006-07-252018-06-292006-07-252018-06-292003http://ntur.lib.ntu.edu.tw//handle/246246/3074本研究主要在探討在零售商提出 私有品牌後，通路成員間的互動將產 生何種變化，進而影響產品的品質與 全國性品牌製造商的代工策略。本研 究延續產品線設計方面的研究，透過 模型的建立與推導，證明當零售商的 私有品牌存在時，有可能提升整個通 路之利潤，而即便在代工私有品牌有 損製造商全國性品牌形象的情況下， 替私有品牌代工可以是理性全國性品 牌製造商之最適策略。本研究之主要結果簡述如下： 1. 私有品牌的存在可提高低端產品 的品質，而當低端消費者的重要 性在某一範圍時，整個通路之利潤將因此而增加。 2. 在某些條件下，私有品牌的存 在，可延長均衡時產品線的長度，進而服務新的消費者。 3. 當零售商可在國家品牌製造商拒 絕代工後，尋找一般代工商生產 私有品牌，則私有品牌出現的機 會將大為提高。更精確地說，只 要在垂直整合通路下能出現以低 端消費者為目標市場的低端產 品，則零售商必能成功地委託一 般代工商生產私有品牌。 4. 當低需求者之重要性較低，均衡 時製造商將接受零售商委託代工 私有品牌；反之，則由代工商接 受零售商委託生產私有品牌。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.application/pdf38655 bytesapplication/pdfzh-TW國立臺灣大學工商管理學系私有品牌產品線設計通路Private LabelProduct Line DesignChannelreporthttp://ntur.lib.ntu.edu.tw/bitstream/246246/3074/1/912416H002002.pdf