Abstract:

As an online resource allocation medium, platforms are changing market consumption patterns and industrial structure. Based on sales contracts, the interaction between quality investment and private label encroachment is studied. Considering consumers’ strategic preference, eight decision models are established in different cases. Furthermore, the strategy of quality investment, sales mode selection, and channel configuration are discussed through numerical analysis. The results show that the supplier and platform have different preferences for sales mode. However, through exogenous parameter change, supply chain Pareto can be partially realized. The supplier can always benefit from his/her quality investment, but the private label encroachment of the platform would raise the threshold of quality investment. Counterintuitively, the platform is not inclined to introduce its own brand when the consumer acceptance is high, and the platform would choose the mixed operation strategy only when the acceptance is low. Therefore, it can alleviate competition, promote consumption and be more beneficial to operation for implementing differentiated product strategy in supply chain.

Key words:

private label encroachment, quality investment, interaction, channel configuration, sales contract

摘要：

平台作为线上资源配置媒介，正改变着供应链产业结构和市场消费模式。基于不同销售契约，研究供应链质量投资和平台自有品牌侵入的交互作用。考虑消费者策略偏好，建立8种不同情形下的供应链决策模型；进一步，通过数值分析探讨了供应链销售模式选择、质量投资和渠道结构配置策略。研究表明：供应商和平台对供应链销售模式偏好具有差异性，但通过外生参数控制可以实现局部供应链帕累托改进。供应商质量投资总是可以为其带来额外的收益，但平台自有品牌侵入会提高质量投资门槛。反常识的，当消费者接受度较高时，平台不倾向引入自有品牌，只有当接受度较低时才会选择混合渠道策略。因此，供应链实行差异化产品策略能够缓解竞争、促进消费，更有利于运营。

关键词:

自有品牌侵入, 质量投资, 交互作用, 渠道配置, 销售合同