同侪影响效应下商店品牌引入对供应链中的参与者决策影响研究

doi:10.16381/j.cnki.issn1003-207x.2020.1490

中国管理科学 ›› 2023, Vol. 31 ›› Issue (6): 185-195.doi: 10.16381/j.cnki.issn1003-207x.2020.1490

同侪影响效应下商店品牌引入对供应链中的参与者决策影响研究

焦媛媛, 李宇航

南开大学商学院，天津300071

收稿日期:2020-08-03 修回日期:2021-06-16 出版日期:2023-06-20 发布日期:2023-06-17
通讯作者: 李宇航(1988-)，女(汉族)，河南新乡人，南开大学商学院，博士研究生，研究方向：供应链管理、网络营销；Email:yhli@mail.nankai.edu.cn. E-mail:yhli@mail.nankai.edu.cn
基金资助:
国家自然科学基金资助面上项目(71672095)

Research on the Influence of Store Brand Introduction on Participant Decision Making in Supply Chain Under Peer Influence Effect

JIAO Yuan-yuan, LI Yu-hang

Business School, Nankai University, Tianjin 300071, China

Received:2020-08-03 Revised:2021-06-16 Online:2023-06-20 Published:2023-06-17
Contact: 李宇航 E-mail:yhli@mail.nankai.edu.cn

摘要/Abstract

摘要： 研究市场上的制造商提供全国品牌高端产品或低端产品的情形下，零售商不引入商店品牌、引入商店品牌高端产品、引入商店品牌低端产品的决策条件，以及零售商采取不同引入策略时对制造商的利润造成的影响。与此同时，研究引入了同侪影响效应(peer influence effect, PIE)表征市场上原来存在的全国品牌产品具有的客户基础方面的优势，论证了该效应与产品侵蚀效应之间的关系对零售商和制造商参与竞争的决策的影响。研究发现，零售商引入哪种商店品牌与市场上现有的全国品牌产品有关，与商店品牌不同产品的引入成本有关。进一步地，引入成本与侵蚀效应密切相关。受同侪影响效应和商店品牌侵蚀效应的影响，制造商并不总是排斥零售商引入商店品牌，在某些参数关系下可以达到双赢状态。

关键词: 全国品牌；商店品牌；同侪影响效应

Abstract: Store brands have a large market share in both the U.S. and European markets, and especially after the 2008 economic crisis, store brands have expanded rapidly due to their “cheap and cheerful” characteristics. In recent years, more and more retailers in the Chinese market have also started to introduce store brands. In recent years, more and more retailers in the Chinese market have also started to introduce store brands. For example, Joybuy's mother and baby brand “Original care”, NetEase’s “Lifease” and so on. The retailer originally acted as a distributor in the supply chain, but when it introduced store brands, it became a competitor to national brand manufacturers. So what factors influence a retailer's introduction of store brands, what advantages do existing national brands have, and how do these advantages influence a retailer's decision to introduce a store brand?

Key words: national brand; store brand; peer influence effect

中图分类号:

焦媛媛, 李宇航. 同侪影响效应下商店品牌引入对供应链中的参与者决策影响研究[J]. 中国管理科学, 2023, 31(6): 185-195.

JIAO Yuan-yuan, LI Yu-hang. Research on the Influence of Store Brand Introduction on Participant Decision Making in Supply Chain Under Peer Influence Effect[J]. Chinese Journal of Management Science, 2023, 31(6): 185-195.

参考文献

［1］ Groznik A, Heese H S. Supply chain interactions due to store-brand introductions: the impact of retail competition［J］. European Journal of Operational Research, 2010, 203(3): 575-582.
［2］ Nasser S, Turcic D, Narasimhan C. National brand’s response to store brands: throw in the towel or fight back?［J］. Marketing Science, 2013, 32(4): 591-608.
［3］ Li Hai, Leng Kaijun, Qing Qiankai, et al. Strategic interplay between store brand introduction and online direct channel introduction［J］. Transportation Research Part E, 2018, 118(10):272-290.
［4］范小军, 王成付, 刘艳. 成本差异条件下的自有品牌定位策略与渠道效应［J］. 系统工程理论与实践, 2018, 38(8):2006-2017.Fan Xiaojun, Wang Chengfu, Liu Yan. Private brand positioning strategy and channel effect under the condition of cost difference［J］. System Engineering Theory and Practice, 2018, 38(8): 2006-2017.
［5］ Jin Yannan, Wu Xiaole, Hu Qiying. Interaction between channel strategy and store brand decisions［J］. European Journal of Operational Research, 2017, 256(3): 911-923.
［6］李洋. 沃尔玛预包装鲜食占比超80%［J］.绿色包装,2020,53(5):27.Li Yang. Wal Mart’s pre packaged fresh food accounts for more than 80%［J］. Green Packaging, 2020, 53(5): 27.
［7］ Liao Bo, Yano C A, Trivedi M. Optimizing store-brand quality: impact of choice of producer and channel price leadership［J］. Production and Operations Management, 2020, 29(1), 118-137.
［8］ Choi S, Fred K. Price competition and dtore competition: store brands vs. national brand［J］. European Journal of Operational Research, 2013, 225(1): 166-178.
［9］ Ranjan A, Jha J K. Pricing and coordination strategies of a dual-channel supply chain considering green quality and sales effort［J］. Journal of Cleaner Production, 2019, 218 (1): 409-424.
［10］ Hara R, Matsubayashi N. Premium store brand: product development collaboration between retailers and national brand manufacturers ［J］. International Journal of Production Economics, 2017, 185(2): 128-138.
［11］ Ru Jun, Shi Ruixia. Zhang Jun. Does a store brand always hurt the manufacturer of a competing national brand?［J］. Production and Operations Manage-ment, 2015, 24 (2): 272-286.
［12］李宗活,杨文胜,孙浩.全渠道环境下制造商品牌和零售商自有品牌优惠券促销［J］.中国管理科学,2021,29(12):157-167.Li Zonghuo, Yang Wensheng, Sun Hao. Promotion of manufacturer’s brand and retailer’s private brand coupons in the omni-channel environment［J］. China Management Science, 2021,29 (12): 157-167.
［13］李佩,魏航,王广永,等.拥有自有品牌零售商的平台开放策略研究［J］.中国管理科学,2019,27(3): 105-115.Li Pei, Wei Hang, Wang Guangyong, et al. Research on the platform opening strategy of owning private brand retailers［J］. China Management Science, 2019, 27(3): 105-115.
［14］焦媛媛, 李智慧. 同侪影响的内涵、产生机理及其在管理学中的研究展望——基于社交网络情境［J］. 南开管理评论, 2020，24(1)：213-224.Jiao Yuanyuan, Li Zhihui. The connotation, generation mechanism and research prospect of peer influence in management: based on social network context［J］. Nankai Management Review, 2020, 24(1): 213-224.
［15］ Moschis G P, Moore R L. Decision making among the young: a socialization perspective［J］. Journal of Consumer Research, 1979, 6(2): 101-112.
［16］ Childers T L, Rao A R. The influence of familial and peer based reference groups on consumer decisions［J］. Journal of Consumer Research, 1992, 19(2): 198-211.
［17］ Kandel D B. Homophily, selection, and socialization in adolescent friendships［J］. American Journal of Sociology, 1978, 84(2): 427-436.
［18］ Narayan V, Rao V R, Saunders C. How peer influence affects attribute preferences: a bayesian updating mechanism［J］. Marketing Science, 2011, 30(2): 368-384.
［19］ Yang Zhiyong, Wang Jingguo, Mourali M. Effect of peer influence on unauthorized music downloading and sharing: the moderating role of self-construal［J］. Journal of Business Research, 2015, 68(3): 516-525.
［20］ Wang Lisha, Chen Jing, Song Huaming. Manufacturer’s channel strategy with retailer’s store brand［J］. International Journal of Production Research, DOI:10.1080/00207543.2020.1745313.
［21］ Kalnins A. An empirical analysis of territorial encroachment within franchised and company owned brand Chains［J］. Marketing Science, 2004, 23(4):476-489.
［22］ Keszey T, Biemans W. Sales-marketing encroachment effects on innovation［J］. Journal of Business Research, 2016, 69(9):3698-3706.
［23］ Kumar N, Ruan R R. On manufacturers complementing the traditional retail channel with a direct online channel［J］. Quantitative Marketing and Economics, 2006, 4(3): 289-323.
［24］ Yan Ruiliang, Pei Zhi. The strategic value of cooperative advertising in the dual-channel competition［J］. International Journal of Electronic Commerce, 2015, 19(3): 118-143.

[1]	谭春桥,赵会敏,周丽. 需求不确定下考虑信息分享的供应商溯源投入与渠道选择策略研究[J]. 中国管理科学, 2024, 32(10): 301-312.
[2]	胡韩莉,曹裕,李青松. 强弱品牌竞争下企业的区块链技术采纳策略研究[J]. 中国管理科学, 2024, 32(10): 97-108.
[3]	王海平,林军,冉伦. 竞争环境下SaaS提供商的定价策略选择及其社会福利分析[J]. 中国管理科学, 2024, 32(10): 89-96.
[4]	杜华峰,官振中,任建标. 软件企业的销售模式与定价策略研究[J]. 中国管理科学, 2024, 32(10): 76-88.
[5]	沈隆,周颖. 基于JS散度指标离散化的企业贷款违约预测模型[J]. 中国管理科学, 2024, 32(10): 41-55.
[6]	许志勇,张娜,张少勇,王瑾,胡顺义. 资产结构错配与企业高质量发展[J]. 中国管理科学, 2024, 32(10): 286-300.
[7]	白世贞,贾雪莲. 资金约束型生鲜农产品双渠道供应链运营策略研究[J]. 中国管理科学, 2024, 32(10): 275-285.
[8]	王道平,梁思涵,朱梦影. 考虑智能回收和声誉的闭环供应链决策研究[J]. 中国管理科学, 2024, 32(10): 244-255.
[9]	蔺康康,刘新民,王垒. 基于策略消费者行为的动态定价与降价时机选择[J]. 中国管理科学, 2024, 32(10): 224-233.
[10]	张子元,裔士明,于丽英. 基于顾客价值的双渠道供应链合作增值服务决策研究[J]. 中国管理科学, 2024, 32(10): 203-213.
[11]	郭福利,陈菊红,马歆,王萍. 考虑不确定性的多级产品服务供应链网络均衡研究[J]. 中国管理科学, 2024, 32(10): 194-202.
[12]	李惠,王熙,左治亚. 多目标下航天产品生产车间柔性资源配置与调度集成优化[J]. 中国管理科学, 2024, 32(10): 146-155.
[13]	李勇,陈元,于辉. 缓解牛鞭效应的新途径：人机协同的智慧决策机器人[J]. 中国管理科学, 2024, 32(9): 113-120.
[14]	章魏,周群凯,鲍丽娜. 负债与有限责任下的价格产量联合决策[J]. 中国管理科学, 2024, 32(9): 154-159.
[15]	刘浪,陈思仪,陈烁. 制造商价格竞争的纵向延时合作广告与定价策略[J]. 中国管理科学, 2024, 32(9): 182-192.

同侪影响效应下商店品牌引入对供应链中的参与者决策影响研究

Research on the Influence of Store Brand Introduction on Participant Decision Making in Supply Chain Under Peer Influence Effect

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

Metrics

本文评价

推荐阅读 0