發(fā)布時(shí)間：2019-02-17 12:23

【摘要】：隨著電子商務(wù)的發(fā)展，網(wǎng)絡(luò)渠道不僅限于傳統(tǒng)品牌，很多草根網(wǎng)商和中小型外貿(mào)企業(yè)也開辟了屬于自已的網(wǎng)絡(luò)渠道，如凡客誠品、麥包包等。這些隨著電子商務(wù)發(fā)展起來的網(wǎng)貨品牌因物美價(jià)廉成了傳統(tǒng)品牌強(qiáng)有力的競爭對(duì)手。與此同時(shí)，一些國際零售巨頭如沃爾瑪、家樂福等，借助其龐大的銷售網(wǎng)絡(luò)開發(fā)了自有品牌，其數(shù)量日趨增加，對(duì)傳統(tǒng)制造品牌產(chǎn)生了巨大擠壓。因此在多品牌競爭環(huán)境下，，網(wǎng)貨品牌和零售商自有品牌對(duì)傳統(tǒng)制造商造成的影響不容忽視，傳統(tǒng)品牌制造商必須采取一定的應(yīng)對(duì)措施提高其競爭力。 本文探討多品牌競爭下網(wǎng)貨品牌及零售商自有品牌對(duì)制造商雙渠道供應(yīng)鏈定價(jià)及競爭的影響。首先，本文以一條制造商雙渠道供應(yīng)鏈為基礎(chǔ)研究對(duì)象，通過擴(kuò)展研究了網(wǎng)貨品牌制造商和自有品牌零售商對(duì)傳統(tǒng)品牌制造商雙渠道供應(yīng)鏈定價(jià)策略的影響。然后，本文第五章重點(diǎn)立足于零售商自有品牌對(duì)制造商品牌的影響，分析了制造商品牌的應(yīng)對(duì)措施：服務(wù)合作和生產(chǎn)合作。這兩種合作方式不僅可以保證制造商品牌及零售商自有品牌的質(zhì)量與服務(wù)水平，還可以加強(qiáng)制造商與零售商的長期合作，為兩者的品牌帶來正面的推廣作用，最終使制造商和零售商達(dá)成雙贏。
[Abstract]:With the development of electronic commerce, the network channel is not limited to the traditional brand, many grassroots online merchants and small and medium-sized foreign trade enterprises have also opened up their own network channels, such as VANCL sincere, wheat bags and so on. With the development of e-commerce, these online brands have become strong competitors of traditional brands because of their good quality and low price. At the same time, some international retail giants, such as Wal-Mart, Carrefour and so on, have developed their own brands with the help of their huge sales network, and their number is increasing day by day, resulting in a huge squeeze on traditional manufacturing brands. Therefore, under the environment of multi-brand competition, the influence of net goods brand and retailer's own brand on traditional manufacturer can not be ignored, and traditional brand manufacturer must take some measures to improve their competitiveness. This paper discusses the influence of multi-brand competition and retailer's own brand on the pricing and competition of manufacturer's double-channel supply chain. Firstly, based on a manufacturer's double channel supply chain, this paper studies the influence of the net brand manufacturer and the private brand retailer on the traditional brand manufacturer's double channel supply chain pricing strategy through the expansion of the research object. Then, the fifth chapter focuses on the impact of retailer's own brand on manufacturer's brand, and analyzes the countermeasures of manufacturer's brand: service cooperation and production cooperation. These two modes of cooperation can not only guarantee the quality and service level of manufacturer's brand and retailer's own brand, but also strengthen the long-term cooperation between manufacturer and retailer. Ultimately, manufacturers and retailers achieve a win-win.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F273.2

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