【作者】 陈欣；

【导师】 曹裕；

【作者基本信息】 中南大学 ， 管理科学与工程， 2024， 硕士

【摘要】 电商平台通常拥有大量有关消费者偏好和购买历史的数据,能够更好地了解市场趋势和机会,这种优势促使平台零售商开始创建并发展其自有品牌产品,并在终端零售市场形成了与制造商品牌的竞争。但是,平台的资源和流量是有限的,平台零售商是否该引入自有品牌及何时应推广何种品牌产品成为其亟需解决的难题。虽然目前关于自有品牌引入问题引发了许多学者的关注,但针对自有品牌和制造商品牌在产品推广促销方面的竞争分析却十分有限,鲜有将自有品牌引入与产品推广相结合的研究,并且大多数分析都集中于单一的销售模式,忽略了溢出效应对自有品牌引入及定价等决策的影响。因此,本文创新性地将自有品牌引入与产品推广两个问题相结合起来研究,全面考虑了转售、代理两种平台经济中普遍存在的销售模式,并进一步结合制造商品牌和自有品牌之间产生的推广溢出效应,分析不同销售模式和溢出效应如何影响平台零售商的自有品牌引入和产品推广策略。研究首先分别在转售、代理的模式下,通过对比不引入自有品牌只推广制造商品牌、引入自有品牌并推广自有品牌、引入自有品牌但推广制造商品牌三种情形下的最优决策,分析平台零售商的自有品牌引入和产品推广策略。接着,在前两部分基础上引入两种品牌之间产生的推广溢出效应,研究溢出效应对不同销售模式下平台零售商自有品牌引入和产品推广策略选择的影响。研究发现:(1)在转售模式下,平台零售商总是选择引入自有品牌,且更偏向于推广自有品牌产品,只有当制造商品牌优势较大且产品替代率较小时,平台才会选择推广制造商品牌产品。(2)在代理模式下,不同于转售模式,引入自有品牌对平台零售商而言并非总是有利的,佣金比例越小,平台零售商引入自有品牌的可能性越高,当佣金比例较大且产品替代率较高时,将不会创建自有品牌。且当佣金比例较低(高)时,平台零售商会倾向于推广自有品牌(制造商品牌)产品。当佣金比例处于中间范围时,尽管制造商品牌优势非常明显,但随着产品替代率的提升,平台也会从推广制造商品牌产品转向推广自有品牌产品。(3)溢出效应在转售模式与代理模式下的影响程度不同。在转售模式下,溢出效应对平台自有品牌引入和产品推广偏好的影响较小。同不考虑溢出效应时一样,平台零售商总是引入自有品牌,且当两种产品之间竞争较激烈或制造商品牌优势较低时,会选择推广自有品牌产品。而在代理模式下,溢出效应的增强使得平台更偏向于引入并推广自有品牌。佣金比例的升高使得平台创建自有品牌的意愿降低,并转而推广制造商品牌产品,而溢出效应的增强,使其更加倾向于引入和推广自有品牌产品,此时推广溢出效应的影响主导佣金比例对平台偏好的影响。基于以上研究结论,本文提出了相关的管理建议,为现实情况中平台零售商的最优自有品牌引入与产品推广决策提供参考。图21幅,表3个,参考文献103篇更多还原

【Abstract】 E-commerce platforms usually have a large amount of data on consumer preferences and purchase history,which can better understand market trends and opportunities.This advantage has prompted platform retailers to start creating and developing private label products,and has formed competition with manufacturer brands in the terminal retail market.However,the resources and traffic of the platform are limited,and whether platform retailers should introduce private labels and when to promote which brand products have become the urgent problems they need to solve.Although the issue of introducing private labels has attracted the attention of many scholars,the competitive analysis of private labels and manufacturer brands in product promotion is very limited.There are few studies that combine the introduction of private labels with product promotion,and most analyses focus on a single resale mode,ignoring the impact of spillover effects on decisions such as private labels introduction and pricing.Therefore,this thesis innovatively combines the two issues of private label introduction and product promotion,comprehensively considers the sales model that is common in the platform economy of resale and agency,and further combining the promotion spillover effect between the manufacturer brands and private labels,analyze how different sales models and spillovers affect private brand introduction and product promotion strategies of platform retailers.The study first compares the optimal decisions of platform retailers in three scenarios:promoting the manufacturer’s brand without introducing private label,introducing private label and promoting private label,and introducing private label but promoting the manufacturer’s brand,under the modes of resale and agency.The study analyzes the strategies of platform retailers for introducing private label and promoting their products.Next,based on the first two parts,we introduce the promotion spillover effects between the two brands and study the impact of spillover effects on the introduction of platform private label and product promotion strategy choices under different sales models.The findings are as follows:(1)In the resale mode,platform retailers always choose to introduce private label,and are more inclined to promote their own brand products.Only when the manufacturer brand has a large advantage and the product substitution rate is small,the platform will choose to promote the manufacturer brand products.(2)In the agency model,unlike the resale model,introducing private label is not always beneficial for platform retailers.The smaller the commission ratio,the higher the likelihood of platform retailers introducing private label.When the commission ratio is high and the product substitution rate is high,they will not create private label.And when the commission ratio is low(high),platform retailers tend to promote private labels(manufacturer brands).When the commission ratio is in the middle range,although the manufacturer’s brand advantage is very obvious,as the product substitution rate increases,the platform will also shift from promoting the manufacturer’s brand to promoting private label.(3)The impact of spillover effects varies between resale and agency models.In the resale model,the spillover effect has a relatively small impact on the platform’s preference for introducing private label and promoting it.Just like when not considering spillover effects,platform retailers always introduce private label,and when there is fierce competition between two products or the manufacturer’s brand advantage is low,they will choose to promote private label.In the agency model,the enhancement of spillover effects makes the platform more inclined to introduce and promote private label.The increase in commission ratio reduces the platform’s willingness to create private label and instead promotes manufacturer brand products.The enhancement of spillover effects makes it more inclined to introduce and promote private label products.At this time,the impact of promotion spillover effects dominates the commission ratio’s positive impact on the platform.Based on the above research conclusions,this thesis proposes relevant management suggestions,providing reference for the optimal private label introduction and product promotion decisions of platform retailers in practical situations.更多还原