供应中断风险下具有质量差异的产品组合定价与采购策略

Pricing and sourcing strategies for a combination of products with quality differentiation under the supply disruption risk

针对高质量的制造商品牌相比低质量的零售商自有品牌更易遭受供应中断的现象,构建一个零售商“订购+销售”的两阶段博弈模型,考虑产品质量、采购成本及供应稳定的三维异质性,探究制造商品牌+自有品牌产品组合的定价与采购策略.研究结果表明,当制造商品牌无法交付时,若产品质量差异较大,与两种产品均交付的情况相比,零售商通常会降低自有品牌的销售价格,采购更多的自有品牌与更少的制造商品牌从而减轻供应中断风险的负面影响.随着供应不确定性的升高,零售商对自有品牌的订购量进一步增大,可能会出现自有品牌的库存现象;有趣的是,当产品质量差异较小时,零售商会围绕制造商品牌制定销售策略,面对更高的供应中断风险反而会增加制造商品牌的订购,通过提高自有品牌的销售价格,诱导消费者购买更多的制造商品牌.

In view of the fact that high-quality national brands are more likely to experience stock-outs than low-quality retailer’s private labels,this paper constructs a two-stage game model of“procurement+selling”.The three-dimensional differences in product quality,procurement cost,and supply stability are considered.The pricing and procurement strategies for a combination of national brand and private label are explored.The findings show that when national brand is unable to deliver their products,compared with the case where both products are delivered,the retailer typically reduces the selling price of private label and purchase more quantities of private label and fewer quantities of national brand,thereby mitigating the negative impact of supply disruption risk if products’quality varies significantly.As supply uncertainty rises and the retailer order more private label product,in this case,the inventory of private label may occurs.Interestingly,when the quality differentiation in the product is small,the retailer will develop a sale strategy around the national brand.Instead,the threat of supply disruptions will lead to a rise in national brand product orders,which will encourage customers to purchase more national brand products by driving up the price of private label.