2015-08-012024-05-17https://scholars.lib.ntu.edu.tw/handle/123456789/685513摘要：近年來可以看到零售商的自有性品牌大幅成長，造成製造商與零售商策略上的顯著不同，零售商開始將自有品牌當作在供應鏈中影響產品線設計及定價決策的主要武器，也改變了供應鏈中雙方的關係。面對零售商的強大競爭，製造商開始考量是否在現有的全國性品牌外增加其他的品牌，此外，零售商也可能利用多個自有品牌來延伸其產品線，這樣的製造商及零售商的產品線競爭及定價策略影響供應鏈的關係，因此，在本研究計畫中，我們主要針對供應鏈中的製造商及零售商的產品線設計、定價策略及供應鏈競爭作一系統性的研究。 本研究計畫將分成兩部分，第一部分假設在供應鏈中存在一全國性品牌的製造商及一自有品牌的零售商，雙方皆可以針對目前的產品線作延伸，另外假設雙方產品的生產效率不同，這樣的模型設計大大影響了雙方在產品線策略上的決定，也影響了供應鏈之間的競合關係，第二年考慮供應鏈中存在多個製造商及一個零售商，每個製造商皆提供一個全國性品牌，在多個全國性品牌的情境中，可預期產品線競爭及訂價策略更為複雜，在兩情境下分別探討供應鏈中最適決策及相對應的定價、市場佔有率及利潤，本研究的研究成果可提供現有市場存在全國性品牌及自有品牌競爭下最適策略之依據。<br> Abstract: In recent years, we have witnessed the prevalent rise of retailers’ store brands. Due to this trend, various concerns from the manufacturers come up to face subsequent strategic moves of the retailers Many retailers use the store brand as a weapon to influence the relationship of supply chain. Faced with the fierce competition from the retailers, manufacturers start to fight back by initiating a national brand with different quality levels so as to upward its market share. On the other hand, retailers may also launch another store brand to extend its product line design. Therefore, in this research proposal, we investigate how both the manufacturer and the retailer should design their product line in the current national brand and store brand market and make quality and pricing decisions in the supply chain. This research is divided into two parts. In the first part, we assume the supply chain consists of one national brand manufacturer and one store brand retailer. Faced with the competition from the other party, the manufacturer or the retailer can determine whether to launch a new brand to better price discriminate the market. In addition to the design of the product line, we assume the cost efficiencies of both parties are different. That is, the retailer can be more (less) efficient to produce a product compared to the manufacturer. For this model, we discuss the optimal product line design and the corresponding optimal wholesale and retail prices of both parties. In the second part, we extend the current model to a multi-manufacturer-one-retailer context. All the manufacturers have its own national brand to compete with the retailer’s store brand. Here, we consider all the manufacturers and the retailer can introduce a new brand with different quality levels or simply replace the current brand. With more manufacturer (with more national brand) in the market, it is expected that quality and price competition will be more significant compared to the scenario under which there is only one national brand. For this model, we also investigate the optimal quality and pricing decisions of each party in the supply chain. The results derived in this research can be applied to current national and store brand practice.定價私有品牌競爭全國品牌PricingStore brandCompetitionNational brand