At 10 o'clock on the morning of March 31, 2018, Associate Professor Shi Ruixia of the University of San Diego was invited to give an academic report entitled "Store Brand and Channel Power" in Conference Room 418 of the main building.
Teacher Shi’s report was mainly based on her recent research results. First of all, from the actual status quo in real life, the research background of this report was introduced. A manufacturer-retailer negotiation model was then constructed. In this model, the manufacturer produces a national brand product. The retailer has a store brand product. The retailer negotiates with the manufacturer to decide whether to introduce store brand products. The results show that as channel power shifts from manufacturers to retailers, the attractiveness of store brands to, the market share of store brand products, and the retailer's brand value will fall. Finally, an empirical analysis of the data of 107 retailers shows that the model analysis results are consistent with the reality.
