主題：Quality and Private Label Encroachment Strategy
主要內容：We consider a supply chain consisting of an incumbent national brand manufacturer and a retailer, who wishes to determine the private label encroachment strategy. By investigating the cost–quality trade-off between lower- and higher-quality private labels, we characterize the retailer’s optimal encroachment decisions. Intuitively, the retailer would choose to introduce a lower-quality private label when the quality of the national brand is high. However, we find that a higher-quality private label may better benefit the retailer under certain conditions. Moreover, we establish that introducing a higher-quality private label can improve both channel profit and consumer welfare. Using the results we derive, we explain the market practices and provide useful guidelines for retailers’ private label encroachment decisions.
專家姓名：李雪
工作單位：北京外國語大學
專長和學術成就：論文發表在POM，IJPR等國際權威期刊。 研究方向：供應鏈管理、行為運營管理、運營與市場營銷交叉、運營與信息系統交叉等。
專家簡介：李雪，北京外國語大學 國際商學院 論文發表在POM，IJPR等國際權威期刊。 研究方向：供應鏈管理、行為運營管理、運營與市場營銷交叉、運營與信息系統交叉等。獲得北京市優秀畢業生等獎勵。
時間：2021-12-06 18:00:00
地點：經管205