摘要
在信息不对称的市场环境下,零售商自有品牌延伸策略的研究具有重要的理论和实践意义。基于信息经济学和品牌管理理论,探讨了零售商在信息不对称条件下如何实现自有品牌延伸,并通过优化产品线,提升自身市场竞争力与消费者福利。基于此,通过构建一个三时期的道德风险模型,深入分析了在信息不对称的情形下,零售商利用品牌延伸策略在不同的产品品类内推广其自有品牌产品的均衡策略。研究发现,在精炼贝叶斯均衡下,当零售商利用品牌延伸策略推广新的自有品牌产品时,先被引入市场的自有品牌产品优良的性能能够帮助零售商构建其品牌资产。这种品牌资产可以缓解零售商在未来开发自有品牌产品时所面临的信息不对称问题,进而提高自有品牌在市场中的竞争力,以及零售商在供应链中对于知名品牌产品制造商的买方力量,最终提升消费者在购买产品时的福利水平。该研究从零售商的自由品牌视角出发,探究了通过优化供应链管理以促进自有品牌在信息不对称市场中有序发展的理论机制,为零售商在复杂市场环境中制定自有品牌延伸策略提供了实践指导。
Studies on retailers’private brand extension strategies hold significant theoretical and practical importance in a market environment characterized by information asymmetry.This paper,based on information economics and brand management theory,explores how retailers can implement private brand extension strategies under conditions of information asymmetry to enhance their market competitiveness and consumer welfare by optimizing product lines.To this end,a three-period moral hazard model is constructed for in-depth analysis of the equilibrium strategies of retailers for promoting their private brand products across different product categories under information asymmetry.The study finds that,under the refined Bayesian equilibrium,when a retailer adopts a brand extension strategy to introduce new private label products,the superior performance of the initially launched private label products may help the retailer to build brand equity,which can mitigate the asymmetric information problem that retailers face when developing future private label products,thereby enhancing the competitiveness of private labels in the market,strengthening retailers’bargaining power against well-known brand manufacturers in the supply chain and ultimately elevating consumers’purchasing welfare.In summary,this study provides practical guidance for retailers to formulate private brand extension strategies in complex market environments by investigating the theoretical mechanisms for optimizing supply chain management to promote the orderly development of private brands in markets with information asymmetry from the perspective of retailers’private labels.
作者
许恒
XU Heng(China University of Political Science and Law,Beijing 100088,China)
出处
《物流技术》
2025年第4期1-12,共12页
Logistics Technology
基金
国家社会科学基金一般项目“数字经济视角下的垄断形成机制与反垄断规制研究”(22BJY116)
中国政法大学年度规划项目“北京数字经济与实体经济融合发展研究”(24KYGH006)。
关键词
自有品牌
品牌延伸
不对称信息
精炼贝叶斯均衡
private labels
brand extension
asymmetric information
the refined Bayesian equilibrium
