| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 89 === It’s more and more popular that the retailers improve their channel profit by introducing private brands. For example Carrefour, Markor, 7-11, and Welcome in Taiwan, all of them introduce many private-brand products.
In this paper, we explore the best strategy for retailer to introduce private brand through consumer, retailer, and manufacture’ point of view. The result of our study is that as the transfer consumer’s percentage increasing or as the manufacture decreasing the national brands’ wholesale price, the retailer will get more profit from selling private brands.
In this study, we get three important conclusions.
1.When the economics is going down, the transfer consumer will increase. Under the situation, the retailer should increase the order for PLBs to get more profits.
2.When the retailer note consumer didn’t satisfy in some PLBs products, he should reduce the order for PLBs to reduce the stocks.
3.When the manufacture reduce the cost for national brand. The retailer should reduce the order for PLBs to get more profits.
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