制造商多重目标对电商平台自有品牌人侵的影响机制

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中图分类号：F274 文献标志码：A

Impact Mechanism of Manufacturers～ Multiple Objectives on the Encroachment of Store Brands on E-commerce Platforms

LIU Shao-peng，MIN Jie，OU Jian，CAO Zong-hong School of Mathematics&Physics，Anhui Jianzhu University，Hefei 23o6ol，China

Abstract： Focusing on a supply chain composed of manufacturers and e-commerce platforms，considering the multiple business objectives of manufacturers and the encroachment strategy of platforms' store brand，a Stackelberg game model dominated by manufacturers was constructed to investigate the influence of manufacturers' business objectives on the encroachment strategy of store brand. The findings reveal that manufacturers with preferences for supply chain performance or consumer surplus will effectively impede store brand encroachment. Manufacturers pursuing dual objectives tend to voluntarily lower wholesale prices，thereby increasing sales and supply chain performance while mitigating the profit losses caused by store brand encroachment. Among the three types of operational objectives examined，the dual objective of supply chain performance preference establishes the highest threshold （greatest difficulty） for store brand encroachment and minimizes the profit losses incurred by manufacturers.

Keywords： store brand; channel encroachment; consumer surplus; supply chain performance

随着电子商务蓬勃发展，越来越多的电商平台不再满足充当供应链结构中的中介角色，而是通过推出自有品牌产品来拓宽市场，如亚马逊的“Amazon Basics”、京东的“京造”、苏宁易购的“苏宁宜品”。（剩余9294字）