게임이론을 이용한 자체브랜드 제품의 가격 및 품질전략 분석

• 영문명: Game Theoretic Analysis of the Price and Quality Strategy of a Private Brand Product
• 발행기관: 한국산업경영시스템학회
• 저자명: 조형래(Hyung-Rae Cho) 이민호(Minho Rhee)
• 간행물 정보: 『산업경영시스템학회지』제34권 제3호, 41~48쪽, 전체 8쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.09.30

영문 초록

Recently, the increasing power of distributors has given them the opportunity of introducing private brand (PB) products. Based on the game theory, this study analyzes the decision making of a distributor regarding the optimal pricing and quality strategies for the PB product. By analyzing the game model, it is shown that the pricing mechanism heavily depends not only on the market power of the distributor but on the quality of the PB product. It is also shown that, counter intuitively, as the market power of the distributor increases, the optimal quality of the PB product should be decreased.

목차

1. 서론

2. 게임 모형

3. Nash 및 Stackelberg 균형해

4. 균형해 분석

5. 결론

참고문헌

키워드

Private Brand National Brand Game Model Nash Equilibrium Stackelberg Equilibrium