Abstract: The supply chain composed of a manufacturer and an e-commerce platform is considered under situations whether the e-commerce platform introduces private brand. Considering three encroachment strategies of e-commerce platform: no encroachment, low-quality private brand encroachment, and high-quality private brand encroachment, the impact of the product quality of manufacturer brand on the choice of e-commerce platform encroachment strategies is analyzed. The findings show that when the product quality of manufacturer brand is high, low-quality private brand encroachment strategy is not always beneficial to e-commerce platform; in contrast, e-commerce platform benefits from the high-quality private brand encroachment strategy if the product category size is large. Under certain conditions, the high-quality private brand encroachment strategy for e-commerce platform can improve channel profits, consumer welfare, as well as social welfare. When the product quality of manufacturer brand is an endogenous variable, e-commerce platform tends to introduce high-quality private brand, while manufacturer provides consumers with low-quality manufacturer’s brand products.

Key words: e-commerce platform, private brand, manufacturer brand, quality, encroachment

摘要： 以制造商与电商平台构成的供应链为研究对象，针对电商平台是否引入自有品牌的情形，重点考察电商平台的3种入侵策略：无入侵、低质量自有品牌入侵和高质量自有品牌入侵，深入分析制造商品牌产品质量对电商平台入侵策略的影响机制。研究结果表明：当制造商品牌产品质量较高时，电商平台采取低质量自有品牌入侵并不总能获益；而当产品品类规模较大时，电商平台选择高质量自有品牌入侵能获得更显著的优势。研究还发现，在特定条件下，电商平台实施高质量自有品牌入侵策略能够有效提升渠道整体利润水平，同时增进消费者福利和社会福利。进一步地，当制造商品牌产品质量为内生变量时，电商平台更倾向于引入高质量自有品牌产品，而制造商则倾向于向消费者提供质量相对较低的品牌产品。

关键词: 电商平台, 自有品牌, 制造商品牌, 质量, 入侵