多品牌竞争下双渠道供应链定价及合作研究-管理科学与工程专业论文.docxVIP

摘要 摘要 万方数据 万方数据 摘要 随着电子商务的发展，网络渠道不仅限于传统品牌，很多草根网商和中小 型外贸企业也开辟了属于自已的网络渠道，如凡客诚品、麦包包等。这些随着 电子商务发展起来的网货品牌因物美价廉成了传统品牌强有力的竞争对手。与 此同时，一些国际零售巨头如沃尔玛、家乐福等，借助其庞大的销售网络开发 了自有品牌，其数量日趋增加，对传统制造品牌产生了巨大挤压。因此在多品 牌竞争环境下，网货品牌和零售商自有品牌对传统制造商造成的影响不容忽视， 传统品牌制造商必须采取一定的应对措施提高其竞争力。 本文探讨多品牌竞争下网货品牌及零售商自有品牌对制造商双渠道供应链 定价及竞争的影响。首先，本文以一条制造商双渠道供应链为基础研究对象， 通过扩展研究了网货品牌制造商和自有品牌零售商对传统品牌制造商双渠道供 应链定价策略的影响。然后，本文第五章重点立足于零售商自有品牌对制造商 品牌的影响，分析了制造商品牌的应对措施：服务合作和生产合作。这两种合 作方式不仅可以保证制造商品牌及零售商自有品牌的质量与服务水平，还可以 加强制造商与零售商的长期合作，为两者的品牌带来正面的推广作用，最终使 制造商和零售商达成双赢。 关键词：多品牌竞争；双渠道；定价策略；Stackelberg 博弈 I Abst Abstract Abstract With the development of e-commerce,not only traditional brands had network channels,many grassroots e-retailers as well as medium and small-sized foreign trade enterprises opened up their own network marketing channels,such as VANCL, Mbaobao etc. These network goods brand which developed along with the electronic commerce had become strong competitors of traditional brands owing to its high quality and inexpensive characteristics. At the same time,some big international retails such as Wal-mart and Carrefour,developed private brands with the help of huge sales network,and the quantity of their private brands was already rising.Private brands had a huge impact to traditional brand manufacturers.So in the competition environment of differentiation brands,the impact of network goods brands and private brands to traditional manufacturers should not be ignored,the traditional brand manufacturers must take some measures to improve its competitive force and profits. In this paper,we will discuss the effect of network goods brands and retailer private brands to manufacturer dual-channel supply chain pricing and competition strategy in the environment of multi-brand competition.First of all,we will take the dual-channel supply chain of manufacturer as the basal research object,and respectively study the change of pricing strategy of traditional brand manufacturers dual- channel supply chain under increased network go