基于品牌拉力的供应链博弈分析

Game Analyses on Supply Chain Based upon Brand Pull

当经济在微观上进入买方市场,宏观上进入过剩经济后,消费者的选择和购买成为了市场中的主导力量,品牌成为了在价格等条件下影响消费者选择行为的关键因素。供应链的终点必然是最终消费者,消费者的选择和购买成为整个供应链的拉力,拉动整个供应链的价值实现与循环。供应链中的厂商通过采取面对终点消费者的品牌建设,将使得该厂商在与该环节的其他厂商的竞争和与其上下游的厂商的博弈中占有优势,而这种博弈也使得该厂商比不做品牌时获得的利益更大。

When economy enters surplus and buyer market, the choices and purchases of consumers become the dominant power of the market. Then brands turn into a key factor of affecting the choice behaviors of consumers with the given price. The terminal of the supply chain is consumers, their choices and purchases puU the entire supply chain. Through brand construction Aiming at the consumer end, the firms in the supply chain will take the competitive advantages in the game with other firms; meanwhile, they will gain more benefit than they are at the time without brand construction.