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標題: 考量全國性品牌廣告下,零售商自有品牌之代工商選擇
The Vendor Selection of Store Brand with Consideration of National Brand Advertising
作者: Hsin-Wei Fan
關鍵字: private brand
national brand
vendor selection
national brand advertising
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摘要: In the current market channel, store brand's booming development makes the competition with national brand vigorous. How the members in the channel should response to the competition activities becomes a very important issue in these days. In the production market, manufacturer's products was known by the customer through advertising or other marketing tactics. And by stimulating the customer's desire to make them want to buy the product. So the consumer will be able to purchase national brand products through retailers and bring benefits to the members in the channel. Although the advertising effect can bring forward brand message to the customer and stimulate demands of the product, it can also generate advertising costs for the manufacturer. Therefore, how to determine the level of advertising and choose the most profitable strategy will be a very serious question for the manufacturer. We built a model considered of the advertising level of manufacturer based on the game theory. We assumed that there is a national brand manufacturer, an independent manufacturer and a retailer who wants to release its store brand in the market. We also considered the interaction between the manufacturer and the retailer, the degree of consumer preferences for national brand, the degree of the competition intense between national brand and store brand and the consumer sensitivity of prices toward national brand as our variable in this study. To determined whether the retailer should choose the national brand's manufacturer or an independent manufacturer to produce their products. Conclusions of our study are , the national brand's manufacturer should produce products for the retailer in order to increase both the wholesale price of national brand and store brand and also to increase the price of the product . Which also leads to an increase of the national brand's sales. Iin the retailer's point of view, when consumer preferences level of national brand is low enough, the degree of the competition between national brands and private label is high enough, the price sensitivity of national brands is low enough and the manufacturer's advertising unit cost is low enough will increase private brand's price, margin per unit and the retailer's profit.
綜觀目前通路市場,零售商自有品牌蓬勃發展,使得與全國性品牌(製造商品牌)的競爭越來越激烈,通路成員之間應該要如何回應成為近年來非常重要的議題。 在產銷通路中,製造商生產出來的產品必須透過廣告或其他行銷手法將產品訊息傳遞給顧客,並刺激消費者購買的慾望,使其產生購買行為,如此消費者才可以透過零售商來購買到他們想要的全國性品牌產品,並為通路中的成員帶來利益。然而廣告效果雖然能替產品帶來正向的品牌訊息並刺激市場上的需求,但廣告同時也會產生行銷上的成本,因此如何選擇產品廣告水準並找到能使自身利潤最大的策略,將是製造商必須權衡的問題。 本篇研究主要是依賽局理論(game theory)為基礎,建構一賽局模型研究在考慮製造商廣告下,假設市場上有一家全國性品牌製造商、一家專業代工商與一家欲推出其自有品牌之零售商,零售商應該如何選擇其自有品牌之代工商。本研究也考慮製造商與零售商之間的互動問題,並將消費者對於全國性產品的偏好程度、全國性品牌與自有品牌的競爭程度、消費者對於全國性品牌價格之敏感度等外生變數納入我們的模型中,討論零售商應該尋求全國性品牌製造商或專業代工商來代工生產其產品。 本研究之結論為:全國性品牌製造商幫零售商生產自有品牌可以提高零售商品牌與全國性品牌之批發價格,也可以提高產品售價,並可以增加全國性品牌銷售量,使製造商利潤增加。而站在零售商的角度來看,當消費者對於全國性產品的偏好程度夠低、全國性品牌與自有品牌的競爭程度夠高、消費者對於全國性品牌價格之敏感度夠低以及製造商廣告單位成本夠低時,也會提高產品價格與單位毛利,使其利潤增加。
文章公開時間: 2017-06-29
Appears in Collections:企業管理學系所



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