Should retailers create the private brands when they are competitive?

• Main Authors: Kun-Han Hai, 海?翰
• Other Authors: 蕭櫓
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/49168143265641874635

碩士 === 國立中興大學 === 企業管理學系所 === 103 === In the past of the time, we can see many national brands on the shelf at different kinds of store. But there are few store brands on the selling market. But now, store brands stand out conspicuously. We can observe the convenient store or some distributors start to develop their store brands. The bargaining power of store brands are getting stronger, manufactures have to help them to produce their products or they may lose profits. The relationship between store brands and national brand are competitive but they still cooperate at some situations. The study concluded that retailers entrust manufactures to produce store brands. And retailers introduce store brands to sell at their own sales channels. Under this situation, how do wholesale price, retail price and sales quantities change? Adding the level of the substitution and the brands preference of consumers to evaluate the consequence of the equilibrium. The conclusion of the study: (1) On the comparison of wholesale price. After introducing store brands, no matter competing retailers or own channel are not necessary to drop price. When customers prefer to buy store brands, wholesale price will be higher probably. (2) On the comparison of retailer price. After introducing store brands. When customers prefer to buy store brands, the price of national brands will be higher probably. (3) After introducing store brands, the sales quantities of national brands will drop at any condition. (4) There are 9 subgames on this game. But only 7 are equilibriums. When one channel sells national brand and the other sells store brands will not be an equilibrium.