The private label introducing for a B2C platform firm

被引：0
|
作者：
Liu, Jin [1 ]
Huang, Zongsheng [1 ]
Liu, Bin [1 ]
机构：
[1] Shanghai Maritime Univ, Sch Econ & Management, Shanghai 201306, Peoples R China
来源：
2017 14TH INTERNATIONAL CONFERENCE ON SERVICES SYSTEMS AND SERVICES MANAGEMENT (ICSSSM) | 2017年
基金：
中国国家自然科学基金;
关键词：
B2C platform; private label; national brand; product position; NATIONAL BRAND; STORE BRANDS; COMPETITION; CHANNELS;
D O I：
暂无
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
Private label has become an important strategy for retailers and B2C platform to gain competitive advantages. This paper investigates product introduction and position of B2C platform's private label in a distribution channel composed of one manufacturer and one B2C platform. Results indicate that introducing private label can create a win-win situation for both the B2C platform firm and the national brand manufacturer, and the production cost of private label is an important factor for B2C platform to introduce private label. The analysis suggests the position decisions depend on parameters like product base demand, production costs, and product substitutability. We show that a private label will benefit the manufacturer and the platform under certain conditions. The optimal PL position lies on the segment that manufacturer's profit and platform's profit could increase.
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页数：4
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