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.2020.1490cstr: 32146.14.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.

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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

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