지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
이용수
초록· 키워드
오류제보하기
The increased availability of store brand suppliers now provides retailers with opportunities to create their own lines of vertically differentiated multiple store brands within a product category. As the number of store brands increase, the retailer’s shelf space becomes more crowded, which may force the retailer to consider dropping some national brands from its assortment. Despite these trends, the problem of product line design in a vertically differentiated product category has been analyzed mainly from a manufacturer’s perspective in the marketing literature and it is not known to what extent the findings of the existing product line design literature provide applicable strategic guidelines for the new problem faced by retailers. In this study, we address this deficiency in the literature and conduct an in-depth study of the retailer’s strategic design of a line of store brands and its assortment decision within the context of retail category management. We analyze the retailer’s decision about not only how to design a line of store brands but also which national brand to drop from its assortment. The results of our analysis are as follows. First, if the retailer has to drop one of national brands from its assortment, it is the best for the retailer to drop the low-quality national brand rather than the high-quality national brand. Second, the retailer has to position the high-quality store brand relatively close to the high-quality national brand, remained on its shelf, in terms of quality so as to maximize the size of retail margin from the national brand. On the other hand, the retailer should set the quality of the low-quality store brand at a lower level than that of the low-quality national brand to increase the total category demand by attracting more price sensitive consumers. By doing so, the retailer can also minimize cannibalization between two store brands. Lastly, our analysis shows that the introduction of a line of store brands improves consumer welfare by increasing real values of all products on the shelf.
목차
Abstract
1. 서론
2. 연구 모형 및 분석 방법
3. 분석 결과
6. 결론 및 추후 연구방향
참고문헌
참고문헌 (32)
참고문헌 신청
1. [학술지(정기간행물)] - 김미자 / 2009 / 국내 유통업체의 프라이빗 브랜드(PB) 현황 및 브랜드 전략 / 브랜드디자인학연구 7 (2) : 25 ~ 34
3. [학술지(정기간행물)] - Besanko, D. / 1998 / Logit Demand Estimation under Competitive Pricing Behavior：An Equilibrium Framework / Management Science 44 (1) : 1533 ~ 1547
4. [학술지(정기간행물)] - Choi, S.C. / 1991 / Price Competition in a Channel Structure with a Common Retailer / Marketing Science 10 (4) : 271 ~ 296
5. [학술지(정기간행물)] - Choi, S.C. / 2006 / Private Label Positioning：Quality versus Feature Differentiation from the National Brand / Journal of Retailing 82 (2) : 79 ~ 93
6. [보고서] - Chung, H. / 2010 / Store Brand Quality and Retailer’s Product Line Design
3. [학술지(정기간행물)] - Besanko, D. / 1998 / Logit Demand Estimation under Competitive Pricing Behavior：An Equilibrium Framework / Management Science 44 (1) : 1533 ~ 1547
4. [학술지(정기간행물)] - Choi, S.C. / 1991 / Price Competition in a Channel Structure with a Common Retailer / Marketing Science 10 (4) : 271 ~ 296
5. [학술지(정기간행물)] - Choi, S.C. / 2006 / Private Label Positioning：Quality versus Feature Differentiation from the National Brand / Journal of Retailing 82 (2) : 79 ~ 93
6. [보고서] - Chung, H. / 2010 / Store Brand Quality and Retailer’s Product Line Design
이 논문의 저자 정보
이 논문과 함께 이용한 논문
최근 본 자료
댓글(0)
0
UCI(KEPA) : I410-ECN-0101-2013-325-000693173