Private labels and manufacturer counterstrategies
研究了零售商通过自有品牌获取利润时，制造商可采用的多种应对策略，如扩大质量差距、引入战斗品牌、非线性定价和优惠券计划，并评估了这些策略对制造商利润和市场效率的影响。
Private label marketing is a device retailers use to appropriate some of the profits latent in the vertical structures they share with manufacturers of well-known brands. This paper explores several counterstrategies used by manufacturers to blunt the force of retailers' private label programmes so that manufacturers can appropriate some of those latent profits themselves. Among the counterstrategies examined are measures to widen the quality gap between the manufacturer's brand and the private label substitute, introducing 'fighting brands' to displace private labels on retailers' shelves, various nonlinear pricing measures, and coupon programmes. Some of these measures work better than others in terms of increasing the manufacturer's profit and stemming the diversion of profits to the retailer. Any measure that increases the manufacturer's profits also improves the overall performance of the market. Copyright 1999 by Oxford University Press.