管理评论

管理评论 ›› 2021, Vol. 33 ›› Issue (3): 170-181.

• 市场营销 • 上一篇    下一篇

售后服务对品牌差异化制造商市场入侵的影响研究

金亮1, 武倩2   

  1. 1. 南昌大学经济管理学院, 南昌 330031;
    2. 江苏师范大学商学院, 徐州 221116
  • 收稿日期:2017-11-29 出版日期:2021-03-28 发布日期:2021-04-06
  • 通讯作者: 武倩(通讯作者),江苏师范大学商学院讲师,博士
  • 作者简介:金亮,南昌大学经济管理学院讲师,博士。
  • 基金资助:
    国家自然科学基金项目（71902079）；江西省社会科学“十三五”规划项目（20GL35）；江西省教育科学“十三五”规划2020年度重点课题项目（19ZD007）。

Impact of After-sales Service on Differentiated Brands Competing Manufacturer's Encroachment

Jin Liang1, Wu Qian2   

  1. 1. School of Economics and Management, Nanchang University, Nanchang 330031;
    2. Business School, Jiangsu Normal University, Xuzhou 221116
  • Received:2017-11-29 Online:2021-03-28 Published:2021-04-06

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摘要： 针对由一个在位制造商、一个入侵制造商和一个零售商组成的供应链，考虑两个竞争性制造商分别生产一种存在品牌差异的替代产品，通过共同零售商销往同一市场。根据在位制造商的市场主导权，构建了竞争环境下的供应链博弈模型，得到了唯一子博弈精炼纳什均衡，并分为三种情形。研究结果表明：入侵制造商进入市场存在可行条件；在位制造商提供售后服务在一定程度上能够阻止入侵制造商进入市场，并能有效提升在位制造商和零售商的利润，但却也会导致入侵制造商的利润损失；面对入侵制造商市场进入威胁，处于主导地位的在位制造商并不一定需要降低其高端品牌产品批发价格以及售后服务水平；市场竞争会造成在位制造商的利润损失，但对零售商和供应链系统有利。

关键词: 品牌差异化, 市场入侵, 售后服务, 定价

Abstract: This paper analyzes the impact of after-sales service on differentiated brands competing manufacturer's encroachment in a supply chain that consists of an incumbent manufacturer, an entrant manufacturer and a retailer, with the retailer supplied by two manufacturers with differentiated brands:a good brand and an average brand. Based on the incumbent manufacturer's leadership, with brand differentiation taken into consideration, two Stackelberg game models are constructed. The results show that, the entrant manufacturer has access to markets under certain conditions. Furthermore, the after-sales service is favorable for the incumbent manufacturer and the retailer under certain conditions, but not for the entrant manufacturer. Faced with the entrant manufacturer's entry, the incumbent manufacturer's power advantage may not lead to higher optimal wholesale price and a higher after-sales service level. This implies that the differentiated brands competing manufacturer's encroachment decreases the profit of the incumbent manufacturer, and increases the profit of the retailer and the whole supply chain.

Key words: brand differentiation, market encroachment, after-sales service, pricing