知名品牌制造商与零售商的联合消费者返利促销
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摘要
在由知名品牌制造商和拥有自有品牌的零售商组成的二级供应链中,零售商同时出售知名品牌和自有品牌产品。考虑制造商为知名品牌实施消费者返利促销,分别研究了在制造商领导和零售商领导的供应链结构中,零售商为知名品牌提供和不提供消费者返利两种情形下的均衡策略,并进一步讨论了零售商为知名品牌提供返利的参数条件。研究结果表明,在制造商领导的供应链中,零售商实施知名品牌返利促销的机率更大,且返利使博弈双方受益。
In a two-stage supply chain with a national brand manufacturer and a retailer who has a private label, the retailer sells both the national brand and the private label, and the two products are substitutive. When the manufacturer provides consumer rebates for the national brand, the equilibrium strategies when the retailer provides or does not provide consumer rebates for the national brand in a manufacturer-led and a retailer-led supply chain were analyzed, respectively. Moreover, the boundary parameter conditions of the retailer's willingness to participate in consumer rebates for the national brand were derived. The results show that in a manufacturer-led supply chain, the retailer is more willing to provide consumer rebates for the national brand, and the consumer rebates for the national brand always benefit both the manufacturer and the retailer.
In a two-stage supply chain with a national brand manufacturer and a retailer who has a private label, the retailer sells both the national brand and the private label, and the two products are substitutive. When the manufacturer provides consumer rebates for the national brand, the equilibrium strategies when the retailer provides or does not provide consumer rebates for the national brand in a manufacturer-led and a retailer-led supply chain were analyzed, respectively. Moreover, the boundary parameter conditions of the retailer's willingness to participate in consumer rebates for the national brand were derived. The results show that in a manufacturer-led supply chain, the retailer is more willing to provide consumer rebates for the national brand, and the consumer rebates for the national brand always benefit both the manufacturer and the retailer.
引文
[1] Steenkamp E M, Kumar N. Private label strategy: How to meet the store brand challenge[M].Harvard Business Press, 2007.
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[3] Narasimhan C, Wilcox R T. Private labels and the channel relationship: A cross-category analysis[J]. The Journal of Business, 1998, 71 (4): 573-600.
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[7] Arya A, Mittendorf B. Managing strategic inventories via manufacturer-to-consumer rebates[J]. Management Science, 2013, 59 (4): 813-818.
[8] Demirag C O, Keskinocak P, Swann J. Customer rebates and retailer incentives in the presence of competition and price discrimination[J]. European Journal of Operational Research, 2011, 215(1): 268-280.
[9] Szech N, Weinschenk P. Rebates in a bertrand game [J]. Journal of Mathematical Economics, 2013, 49(2): 124-133.
[10] Arcelus F J, Kumar S, Srinivasan G. The effectiveness of manufacturer vs. retailer rebates within a newsvendor framework [J]. European Journal of Operational Research, 2012, 219(2): 252-263.
[11] Demirag C O. Performance of weather-conditional rebates under different risk preferences [J]. Omega, 2013, 41(6): 1053-1067.
[12] Ailawadi K, Gedenk K, Langer T, et al. Consumer response to uncertain promotions: An empirical analysis of conditional rebates [J]. International Journal of Research in Marketing, 2014, 31(1): 94-106.
[13] Yang S, Munson C, Chen B. Using MSRP to enhance the ability of rebates to control distribution channels[J]. European Journal of Operational Research, 2010, 205(1): 127-135.
[14] Chen Y, Moorthy S, Zhang Z J. Research note? Price discrimination after the purchase: Rebates as state-dependent discounts[J]. Management Science, 2005, 51 (7): 1131-1140.
[15] Dhar S K, Hoch S J. Price discrimination using in-store merchandising[J]. The Journal of Marketing, 1996, 60 (1): 17-30.
[16] Hoch S, Wansink B, Kent R. When consumers space-out at point-of-purchase[C]//Association for Consumer Research Annual Conference. [s.l.].[s.n.], 1996.
[17] Chen Y, Narasimhan C, Zhang Z J. Individual marketing with imperfect targetability[J]. Marketing Science, 2001, 20 (1): 23-41.
[18] Lu Q, Moorthy S. Coupons versus rebates[J]. Marketing Science, 2007, 26 (1): 67-82.
[19] Dogan K. Consumer effort in promotional incentives[J]. Decision Sciences, 2010,41(4):755-785.
[20] Lal R. Manufacturer trade deals and retail price promotions[J]. Journal of Marketing Research, 1990, 27(4): 428-444.
[21] Raju J S, Sethuraman R, Dhar S K. National brand-store brand price differential and store brand market share[J]. Pricing Strategy & Practice, 1995, 3 (2): 17-24.
[22] Choi C S, Coughlan A. Private label positioning: Quality versus feature differentiation from the national brand[J]. Journal of Retailing, 2006, 82 (2): 79-93.
[23] Cho S H, McCardle K F, Tang C S. Optimal pricing and rebate strategies in a two‐level supply chain[J]. Production and Operations Management, 2009, 18 (4): 426-446.
[24] Geng Q, Mallik S. Joint mail‐in rebate decisions in supply chains under demand uncertainty[J]. Production and Operations Management, 2011, 20 (4): 587-602.
[25] Liang D, Li G, Sun L, et al. The role of rebates in the hybrid competition between a national brand and a private label with present-biased consumers [J]. International Journal of Production Economics, 2013, 145(1): 208-219.
[26] Yang S, Munson C L, Chen B. Using MSRP to enhance the ability of rebates to control distribution channels[J]. European Journal of Operational Research, 2010, 205 (1): 127-135.
[27] Ingene C A, Parry M E. Mathematical models of distribution channels[M]: Kluwer Academic Pub, 2004.
[28] Ingene C A, Parry M E. Bilateral monopoly, identical distributors, and game-theoretic analyses of distribution channels[J]. Journal of the Academy of Marketing Science, 2007, 35 (4): 586-602.
[29] Cai G. Channel selection and coordination in dual-channel supply chains[J]. Journal of Retailing, 2010, 86 (1): 22-36.
[2] Corstjens M, Lal R. Building store loyalty through store brands[J]. Journal of Marketing Research, 2000, 37 (3): 281-291.
[3] Narasimhan C, Wilcox R T. Private labels and the channel relationship: A cross-category analysis[J]. The Journal of Business, 1998, 71 (4): 573-600.
[4] Pepe M S, Abratt R, Dion P. The impact of private label brands on customer loyalty and product category profitability[J]. Journal of Product & Brand Management, 2011, 20 (1): 27-36.
[5] 梁冬寒. 混合竞争型供应链中基于渠道冲突的消费者返利促销研究[D]. 西安:西安交通大学, 2013.
[6] Folkes V, Wheat R D. Consumers’ price perceptions of promoted products[J]. Journal of Retailing, 1995, 71 (3): 317-328.
[7] Arya A, Mittendorf B. Managing strategic inventories via manufacturer-to-consumer rebates[J]. Management Science, 2013, 59 (4): 813-818.
[8] Demirag C O, Keskinocak P, Swann J. Customer rebates and retailer incentives in the presence of competition and price discrimination[J]. European Journal of Operational Research, 2011, 215(1): 268-280.
[9] Szech N, Weinschenk P. Rebates in a bertrand game [J]. Journal of Mathematical Economics, 2013, 49(2): 124-133.
[10] Arcelus F J, Kumar S, Srinivasan G. The effectiveness of manufacturer vs. retailer rebates within a newsvendor framework [J]. European Journal of Operational Research, 2012, 219(2): 252-263.
[11] Demirag C O. Performance of weather-conditional rebates under different risk preferences [J]. Omega, 2013, 41(6): 1053-1067.
[12] Ailawadi K, Gedenk K, Langer T, et al. Consumer response to uncertain promotions: An empirical analysis of conditional rebates [J]. International Journal of Research in Marketing, 2014, 31(1): 94-106.
[13] Yang S, Munson C, Chen B. Using MSRP to enhance the ability of rebates to control distribution channels[J]. European Journal of Operational Research, 2010, 205(1): 127-135.
[14] Chen Y, Moorthy S, Zhang Z J. Research note? Price discrimination after the purchase: Rebates as state-dependent discounts[J]. Management Science, 2005, 51 (7): 1131-1140.
[15] Dhar S K, Hoch S J. Price discrimination using in-store merchandising[J]. The Journal of Marketing, 1996, 60 (1): 17-30.
[16] Hoch S, Wansink B, Kent R. When consumers space-out at point-of-purchase[C]//Association for Consumer Research Annual Conference. [s.l.].[s.n.], 1996.
[17] Chen Y, Narasimhan C, Zhang Z J. Individual marketing with imperfect targetability[J]. Marketing Science, 2001, 20 (1): 23-41.
[18] Lu Q, Moorthy S. Coupons versus rebates[J]. Marketing Science, 2007, 26 (1): 67-82.
[19] Dogan K. Consumer effort in promotional incentives[J]. Decision Sciences, 2010,41(4):755-785.
[20] Lal R. Manufacturer trade deals and retail price promotions[J]. Journal of Marketing Research, 1990, 27(4): 428-444.
[21] Raju J S, Sethuraman R, Dhar S K. National brand-store brand price differential and store brand market share[J]. Pricing Strategy & Practice, 1995, 3 (2): 17-24.
[22] Choi C S, Coughlan A. Private label positioning: Quality versus feature differentiation from the national brand[J]. Journal of Retailing, 2006, 82 (2): 79-93.
[23] Cho S H, McCardle K F, Tang C S. Optimal pricing and rebate strategies in a two‐level supply chain[J]. Production and Operations Management, 2009, 18 (4): 426-446.
[24] Geng Q, Mallik S. Joint mail‐in rebate decisions in supply chains under demand uncertainty[J]. Production and Operations Management, 2011, 20 (4): 587-602.
[25] Liang D, Li G, Sun L, et al. The role of rebates in the hybrid competition between a national brand and a private label with present-biased consumers [J]. International Journal of Production Economics, 2013, 145(1): 208-219.
[26] Yang S, Munson C L, Chen B. Using MSRP to enhance the ability of rebates to control distribution channels[J]. European Journal of Operational Research, 2010, 205 (1): 127-135.
[27] Ingene C A, Parry M E. Mathematical models of distribution channels[M]: Kluwer Academic Pub, 2004.
[28] Ingene C A, Parry M E. Bilateral monopoly, identical distributors, and game-theoretic analyses of distribution channels[J]. Journal of the Academy of Marketing Science, 2007, 35 (4): 586-602.
[29] Cai G. Channel selection and coordination in dual-channel supply chains[J]. Journal of Retailing, 2010, 86 (1): 22-36.