近年來，越來越多的零售商紛紛投入發展自有品牌，並視其為一項增加獲利的重要來源。本文中，我們以一個數學模型，探討在雙頭壟斷的市場中，兩個製造商彼此生產具替代性的產品，且將自身商品賣給同一個零售商。然而，當零售商的自有品牌加入市場後，兩個相互競爭的製造商應如何訂定自有品牌的批發價格，以期獲得與零售商合作生產自有品牌。藉此，製造商可彌補因為自有品牌出現後所造成需求減少帶來的損失，甚至透過這樣的合作關係，可以賺取更多的利潤。利用數學模型，以製造商的角度出發，找出最佳的定價策略。除此之外，我們也討論參數對我們模型的影響，例如產品替代率，製造成本以及市場基礎。最後，提出一些例題解釋我們得到的研究以及觀察結果。 Recently, more and more retailers invest in developing private labels (PLs) and think it is the important source of increasing profit. In this study, we propose a duopoly model of two manufacturers who produce substitutable products, and sell their goods through the same retailer. When retailer’s PL has been introduced in this market, what the wholesale prices two competed manufacturers should offer to win the production of PLs. The motivation for manufacturers to react is that it can compensate the loss of profit and may earn more than their loss. Therefore, the purpose of this paper is to determine an appropriate wholesale price which the manufacture can get the opportunity to cooperate with the retailer. Furthermore, we discuss how the parameters such as product substitutability, manufacturing cost and the base level of demand affect the model. We also provide example to illustrate some observations at the end.
