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自有品牌驱动的零售商与制造商竞争机制研究 被引量:1

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摘要 零售商借助强大的销售网络渠道,引入自有品牌后,致使与制造商之间的竞争力更强,优势更加凸显。零售商若一味模仿制造商生产自有品牌产品,并不能始终占据优势;而制造商通过提升市场形象或品牌价值却有着很强的溢出效应,并且制造商的差异化投入决策需要考虑由此增加的成本是否对企业有利。
出处 《福州大学学报(哲学社会科学版)》 CSSCI 2011年第6期38-42,共5页 Journal of Fuzhou University(Philosophy and Social Sciences)
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