【摘要】 从世界工厂到国内大循环，发展中国品牌是助力经济内循环，实现高质量发展的有效手段.在由品牌商、制造商和零售商组成的双渠道供应链中，考虑制造商为品牌商代工向发展自主品牌转变.建立博弈模型分析代工企业品牌自主化策略对渠道定价、供应链成员的影响.研究结果表明：代工企业只有比市场主导品牌付出更多的努力，才能获得市场定价权；如果消费者具有明显的渠道偏好，品牌自主化策略将更容易实现利润改善；通过激励品牌竞争可以提升供应链的整体利润.更多还原

【Abstract】 From the world factory to the domestic circulation, developing Chinese brands is a powerful means to help the internal circulation of economy and achieve high-quality development. In the dual channel supply chain composed of brands, manufacturers and retailers, manufacturers should consider the transformation from OEM to independent brand. A game model was established to analyze the influence of consumer preference, market demand and brand investment on channel pricing and supply chain profit under OEM brand autonomy strategy. The results show that under the condition that the dominant structure of supply chain remains unchanged, continuous brand investment can help independent brands narrow the pricing gap and improve corporate profits, but it can not obtain the market pricing power. If consumers have obvious channel preference, brand autonomy strategy will be easier to achieve profit improvement. Brand competition can improve the overall profit of supply chain.更多还原