应对外包制造商产品竞争的品牌广告策略

Respond to Competition in the Outsourcing Manufacturers Products Brand Advertising Strategy

考虑一个原始设备制造商(OEM)和一个具有自身品牌产品的外包制造商(CM)之间合作竞争模型。CM生产自身品牌产品,该产品与OEM的产品有一定替代性,OEM为了保护其产品的市场份额,就考虑投放品牌广告。分CM代工产品的批发价格外生和内生两种情况讨论,研究了OEM和CM产品的最优价格和OEM最优的广告量以及投放广告前后利润的变化情况。研究表明:批发价格外生时,OEM投放广告能够起到积极的作用,较广告投放前的利润有所增加,CM利润减少;批发价由CM决策时,OEM投放广告前后利润增加不大,CM利润会有所增加。

This paper considers an original equipment manufacturer （OEM） and a contract manufacturer （CM） which has its own brand products. CM products and OEM products are partially substitutable, in order to protect the market share of its products, OEM consider invest brand advertising. The result shows that when the wholesale price of CM is exogenous, OEM investing brand advertising could obtain more profit comparing to the case without advertising, while the profit of CM would decrease. When the wholesale price is decided by CM, OEM investing advertising could not obtain more profit, while the profit of CM would significantly increase.