عنوان انگلیسی مقاله:

Optimal pricing policies for differentiated brands under different supply chain power structures

ترجمه عنوان مقاله: سیاست های قیمت گذاری مطلوب برای برندهای مختلف تحت ساختارهای قدرت زنجیره تامین مختلف

رشته: بازاریابی، مدیریت استراتژیک

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 47 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

دانلود اصل مقاله

چکیده مقاله

Abstract Optimal pricing policies for differentiated brands under different supply chain power structures

We investigate a supply chain in which a retailer is supplied by two manufacturers with differentiated brands, a good brand and an average brand. The customers in the market are segmented based on value and brand preference, namely the customer acceptance of the average brand and the customer surplus for each brand. Both horizontal competition and vertical competition are considered through an exploration of different power structure combinations.

No dominance among supply chain members (the two manufacturers and the retailer) leads to the highest profit for the entire supply chain. We also find that for the two competing manufacturers, being first to announce the pricing decision results in lower profit the second to announce benefits from knowing the rival’s price. This explains why rivals prefer not to reveal decisions on prices, bid rates, and contracts, as this information represents bargaining power. The impact of customer acceptance of the average brand is also analyzed.

Keywords: Retailing, Pricing, Customer’s value, Brand preference, Power structure

مقدمه مقاله

Introduction Optimal pricing policies for differentiated brands under different supply chain power structures

Many retailers sell multiple brands of a single type of product (Krishna, 1992; Baltas, 2004; Teng et al., 2007). It is common to see several brands of similar goods on the shelf, such as cigarettes supplied by Marlboro, Kent, and 555, or soda produced by Coca-Cola and Pepsi. Furthermore, most people prefer shopping in large malls, supermarkets, and big-box stores offering a variety of brands for many products like Macy’s, Wal-Mart, and Carrefour, rather than in direct-sale stores of particular brands or exclusive shops, for more choices of goods.

Unpopular brands, however, may not only take up shelf space but also increase purchasing costs and tie up available funds if they cannot be sold quickly. Therefore, it is critical for a distributor or a retailer who sells several similar goods in different brands to decide which brands should be purchased (one brand, or some brands, or many brands) and how to set prices for them, to better meet customer demand and increase profit (Kalwani et al., 1990; Bucklin and Lattin, 1991; Besanko, 2005; Hall et al., 2010; Chen et al., 2012; Luo et al., 2016).

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