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论文编号：	15306
作者编号：	2120233659
上传时间：	2025/6/4 19:37:31
中文题目：	弱势品牌制造商的市场进入策略研究
英文题目：	Research on Market Entry Strategies of Weak Brand Manufacturers
指导老师：	张建勇
中文关键字：	弱势品牌制造商；市场进入策略；供应链管理；博弈论
英文关键字：	Weak-brand manufacturers; Market encroachment strategies; Supply chain management; Game theory
中文摘要：	在当前全球化与数字化的浪潮下，市场竞争愈发激烈，弱势品牌制造商面临品牌知名度低、市场份额小、消费者信任度低等多重挑战。电商平台的崛起为弱势品牌制造商提供了新的市场进入机会。本文构建了一个包含转售模式、代理模式和自营渠道模式的供应链模型，运用博弈论和数值实验方法，系统分析了弱势品牌制造商在不同市场环境下的市场进入策略及其对供应链各参与方的影响。 研究发现，弱势品牌制造商的市场进入策略不仅影响其自身的利润和市场份额，还会对强势品牌制造商和电商平台的决策与利润产生显著的外部性。具体而言，自营渠道模式在多数情况下是弱势品牌制造商的最优选择，尤其是在品牌感知力较高且渠道建设成本较低时。这种模式使弱势品牌制造商能够直接接触消费者，减少对电商平台的依赖，并通过灵活调整销售策略实现利润最大化。然而，当品牌感知力较低或渠道建设成本较高时，代理模式可能更具优势，因为代理模式通过电商平台直接销售产品，能够降低渠道建设成本，尽管需要支付一定的佣金。此外，转售模式在某些特定条件下（如产品替代率较低）也能为弱势品牌制造商提供一定的市场机会，尤其是在电商平台的流量支持下，弱势品牌制造商可以通过转售模式快速进入市场。 通过模型分析和数值实验，本文进一步探讨了消费者品牌感知力、产品替代率、平台佣金率和渠道替代率等因素对弱势品牌制造商市场进入策略的影响。研究结果表明，这些因素的变化会显著影响弱势品牌制造商的决策和利润，同时也会影响强势品牌制造商和电商平台的策略调整。例如，较高的品牌感知力和较低的渠道建设成本会促使弱势品牌制造商选择自营渠道模式，而较高的佣金率则可能使其倾向于选择转售模式。此外，产品替代率的增加会加剧市场竞争，但同时也为弱势品牌制造商提供了通过差异化策略获取市场份额的机会。
英文摘要：	In the context of globalization and digitalization, weak-brand manufacturers face multiple challenges such as low brand awareness, small market share, and low consumer trust. However, the rise of e-commerce platforms has provided new opportunities for these manufacturers to enter the market. This paper constructs a supply chain model that includes resale, agency, and self-operated channel modes. Using game theory and numerical experiments, the study analyzes the market entry strategies of weak-brand manufacturers under various market conditions and their impact on other supply chain participants. The research reveals that the market entry strategies of weak-brand manufacturers significantly affect their own profits and market share, as well as the decisions and profits of strong-brand manufacturers and e-commerce platforms. Specifically, the self-operated channel mode is optimal for weak-brand manufacturers in most scenarios, particularly when brand perception is high and channel construction costs are low. This mode allows direct consumer contact, reduces reliance on e-commerce platforms, and maximizes profits through flexible sales strategies. However, when brand perception is low or channel construction costs are high, the agency mode is more advantageous, as it reduces channel construction costs despite commission payments. Additionally, the resale mode provides market opportunities under specific conditions, such as low product substitution rates, especially with e-commerce platform traffic support. The study further explores the impact of consumer brand perception, product substitution rate, platform commission rate, and channel substitution rate on market entry strategies. The results indicate that changes in these factors significantly influence the decisions and profits of weak-brand manufacturers and prompt strategy adjustments by strong-brand manufacturers and e-commerce platforms. For example, higher brand perception and lower channel construction costs encourage the self-operated channel mode, while higher commission rates favor the resale mode. Increased product substitution rates intensify competition but also provide opportunities for weak-brand manufacturers to gain market share through differentiation strategie
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