保持新产品最低转售价格最优策略的分析

Analysis of the Optimal Strategy for Sale Systems with New Product's Minimum Resale Price Maintenance

本文分析在有新产品最低转售价格维持时制造商和零售商的最优策略。制造商将新产品通过零售商出售给消费者,为保持其品牌效应而设立了最低转售价格。本文首先对讨论的问题建立了模型。之后在无最低转售价格维持和有最低转售价格维持情况下,对制造商和零售商的最优策略分别进行了分析和比较,特别讨论了最低转售价格对制造商的影响。

This paper analyzes the optimal strategies of a manufacturer and a retailer with a new product＇s minimum resale price maintenance. The manufacturer sells a new product to the consumers through the retailer, and institutes a minimum resale price. At first, this paper establishes the models. Then, it analyzes and compares the optimal strategies of the manufacturer and the retailer with and without the minimum resale price. Especially, the impact of the minimum resale price maintenance on the manufacturer is discussed.