自有品牌管理的研究方法综述

Overview on Research Method of Private Brand Management

摘要: 为了实现差异化，零售商越来越倾向引入自有品牌，自有品牌的产品策略、制造商的应对策略、供应链的协调策略从而成为研究的主要问题，在涉及消费者和市场表现等方面，学者多采用结构方程、计量模型等实证方法，在供应链竞争与协调方面主要采用标准化的博弈模型。在总结研究问题和方法的基础上，提出未来值得研究的新问题以及可能可行的方法，主要包括：静态到动态的研究、单期到多期的研究、自有品牌不同的产品策略、定价和库存联合决策、合作创新、考虑消费者行为考虑企业有限理性的演化博弈等。

Abstract: In order to achieve differentiation, retailers are increasingly inclined to introduce private brand, thus, private brand’s product strategy, manufacturer’s coping strategy and supply chain’s coordination strategy have become the focus of research. Scholars often use empirical methods like structural equation, econometric model in the aspects of involving consumers and market performance, etc. In terms of competition and coordination of the supply chain, they mainly use standardized game model. Based on the summary of research questions and methods, we propose some new issues worthy of studying in the future, and possible and viable approaches, mainly including static to dynamic study, single phase to multi-phase study, different product strategies of private brand, joint decisions of pricing and inventory, cooperative innovation and evolutionary game considering consumer’s behavior and enterprise’s limited rationality, etc.