| Summary: | 碩士 === 國立高雄第一科技大學 === 運籌管理所 === 97 === Recently, many large-scale retail sales channel companies promote the private brand to compete with national brand one after another. While national brand manufacturer private brand products for the retail sales channel business, they need to consider whether the private brand products would reduce their sales market or benefit from the pooling of interests with retail sales channel business from the market.
There were discussions regarding to many national brand manufacturer concurrently run the private brand products, and most of them focus on the electronics and semiconductor industries. Recently people pay attention to the health care concept a lot, and lead to the development of biotech industry. Therefore, the biotech industry also encountered the same challenge of national brand run the private products. In the discussion between the relationships of national brand with private brands, it usually focuses on the influence on the prices, promotion, and market shares but has not mentioned to the sales volume fluctuations.
This research focuses on the sales volume fluctuation between national brand and private brand in the time series and analyzes the competition relationship in both long-term and short-term influences. If the national brand and private brand compete with each other, the national brand should operate ordnance bench mark otherwise, the national brand and private brand benefit from the cooperation the operation of private brand could be a good chance to generate profits.
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