网络零售商自有产品引入与数字展厅服务策略

doi:10.16381/j.cnki.issn1003-207x.2023.2081

Abstract

Abstract:

Introducing Store Brand and providing digital showroom services are becoming important strategies for online retailers to gain a competitive advantage. The online retailer’s Store Brand introduction and digital showroom strategy in a supply chain consisting of an e-tailer and a manufacturer are explored. Model solving as the research method is adopted， guided by game theory and consumer utility theory， and obtains some interesting theoretical conclusions are obtained through equilibrium analysis. It is found that the e-tailer’ optimal decisions on Store Brand introduction and digital showroom service provision are influenced by factors such as product development costs， product quality differences between Store Brand and National Brand， and the probability of online purchase fit. It is found that “not introducing Store Brand and providing digital showroom service for National Brand”， “introducing low-quality Store Brand and providing digital showroom service for Store Brand only”， “introducing low-quality Store Brand and providing digital showroom service for both products”， “introducing high-quality Store Brand and providing digital showroom service for both products” may be the optimal strategies. In addition， the introduction of Store Brand is not always detrimental to the manufacturer. When the online retailer is subject to strong product quality cost constraints， it becomes mutually optimal for the online retailer not to introduce Store Brand and to provide digital showroom service for the National Brand， as the introduction of Store Brand would lead to a prisoner’s dilemma for both parties. It enriches the previous research results in this study， not only verifies the relevant empirical findings from a theoretical point of view， but also provides a scientific decision-making reference basis for the management of online retailers' Store Brand and digital showroom， which has certain theoretical and practical value.

Key words: online retailer, store brand, digital showroom, quality positioning

CLC Number:

C931

Yiwen Bian,Boyang Li,Wenchao Cheng, et al. Store Brand Introduction and Digital Showroom Strategy of Online Retailer[J]. Chinese Journal of Management Science, 2026, 34(11): 288-297.

Figures/Tables 10

符号	说明
$Δ$	S与B的质量差异
$λ$	非品牌忠诚型消费者比例
$β$	消费者质量支付意愿
$θ$	消费者线上购买的适配概率
$α$	数字展厅溢出效应
$w$	B批发价
$q i$	产品质量，其中 $i = B, S$
$k$	零售商和制造商的产品研发成本系数
$p i$	产品线上价格
$u i$	消费者效用
$d i$	产品需求
$π R I J$	零售商利润， $I = N, L, H$ 分别代表不引入自有产品、引入低质量自有产品、引入高质量自有产品； $J = N, S, B, A$ 分别代表不提供数字展厅、仅为S提供数字展厅、仅为B提供数字展厅、全部提供数字展厅
$π M I J$	制造商利润

情形	约束	产品B需求	产品S需求
$q S = 1 - Δ$	$p S ≤ p B (1 - Δ)$	$d B = (1 - λ) (1 - p B θ) + λ (1 - p B - p S θ Δ)$	$d S = λ (p B - p S θ Δ - p S θ (1 - Δ))$
$q S = 1 - Δ$	$p S > p B (1 - Δ)$	$d B = (1 - λ) (1 - p B θ) + λ (1 - p B θ)$	$d S = 0$
$q S = 1 + Δ$	$p S ≥ (1 + Δ) p B$	$d B = (1 - λ) (1 - p B θ) + λ (p S - p B θ Δ - p B θ)$	$d S = λ (1 - p S - p B θ Δ)$
$q S = 1 + Δ$	$p S < (1 + Δ) p B$	$d B = (1 - λ) (1 - p B θ)$	$d S = λ (1 - p S θ (1 + Δ))$

情形	约束	产品B需求	产品S需求
$q S = 1 - Δ$	$α θ p S ≤ p B (1 - Δ)$	$d B = (1 - λ) (1 - p B α θ) + λ (1 - p B - p S α θ - 1 + Δ)$	$d S = λ (p B - p S α θ - 1 + Δ - p S (1 - Δ))$
$q S = 1 - Δ$	$α θ p S > p B (1 - Δ)$	$d B = (1 - λ) (1 - p B α θ) + λ (1 - p B α θ)$	$d S = 0$
$q S = 1 + Δ$	$α θ p S ≥ (1 + Δ) p B$	$d B = (1 - λ) (1 - p B α θ) + λ (p S - p B 1 + Δ - α θ - p B α θ)$	$d S = λ (1 - p S - p B 1 + Δ - α θ)$
$q S = 1 + Δ$	$α θ p S < (1 + Δ) p B$	$d B = (1 - λ) (1 - p B α θ)$	$d S = λ (1 - p S (1 + Δ))$

情形	约束	产品B需求	产品S需求
$q S = 1 - Δ$	$p S ≤ α θ (1 - Δ) p B$	$d B = (1 - λ) (1 - p B) + λ (1 - p B - p S 1 - α θ + α θ Δ)$	$d S = λ (p B - p S 1 - α θ + α θ Δ - p S α θ (1 - Δ))$
$q S = 1 - Δ$	$p S > α θ (1 - Δ) p B$	$d B = (1 - λ) (1 - p B) + λ (1 - p B)$	$d S = 0$
$q S = 1 + Δ$	$p S > α θ (1 + Δ) p B$	$d B = (1 - λ) (1 - p B) + λ (p S - p B α θ + α θ Δ - 1 - p B)$	$d S = λ (1 - p S - p B 1 + Δ - α θ)$
$q S = 1 + Δ$	$p S < α θ (1 + Δ) p B$	$d B = (1 - λ) (1 - p B)$	$d S = λ (1 - p S α θ (1 + Δ))$

情形	约束	产品B需求	产品S需求
$q S = 1 - Δ$	$p S ≤ p B (1 - Δ)$	$d B = (1 - λ) (1 - p B) + λ (1 - p B - p S Δ)$	$d S = λ (p B - p S Δ - p S (1 - Δ))$
$q S = 1 - Δ$	$p S > p B (1 - Δ)$	$d B = (1 - λ) (1 - p B) + λ (1 - p B)$	$d S = 0$
$q S = 1 + Δ$	$p S > (1 + Δ) p B$	$d B = (1 - λ) (1 - p B) + λ (p S - p B Δ - p B)$	$d S = λ (1 - p S - p B Δ)$
$q S = 1 + Δ$	$p S ≤ (1 + Δ) p B$	$d B = (1 - λ) (1 - p B)$	$d S = λ (1 - p S (1 + Δ))$

情形

θ > θ 1

且

λ ≤ λ 3

时

否则

Δ ≤ Δ 2

若 $k ≤ m i n {k 1, k 2}$ ，则 $π R L S * ≥ m a x {其他}$ ；

若 $k 1 < k ≤ k 2$ ，则 $π R N B * ≥ m a x {其他}$

若 $k ≤ m i n {k 2, k 3}$ ，则 $π R L A * ≥ m a x {其他}$ ；

若 $k 3 < k ≤ k 2$ ，则 $π R N B * ≥ m a x {其他}$

Δ 2 < Δ ≤ Δ 3

若 $k ≤ k 4$ ，则 $π R H A * ≥ m a x {其他}$ ；

若 $k 4 < k ≤ m i n {k 1, k 2}$ ，则 $π R L S * ≥ m a x {其他}$ ；

若 $k 1 < k ≤ k 2$ ，则 $π R N B * ≥ m a x {其他}$

若 $k ≤ k 5$ ，则 $π R H A * ≥ m a x {其他}$ ；

若 $k 5 < k ≤ m i n {k 2, k 3}$ ，则 $π R L A * ≥ m a x {其他}$ ；

若 $k 3 < k ≤ k 2$ ，则 $π R N B * ≥ m a x {其他}$

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Store Brand Introduction and Digital Showroom Strategy of Online Retailer

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