考虑零售商拥有自有品牌下制造商的推介策略研究

In this paper, regarding the choice of manufacturer\'s referral strategy, a supply chain system consisting of a manufacturer with a traditional retailer and a private brand retailer was studied, and the wholesale price and product sales of the manufacturer was discussed. The analysis results show that the manufacturer\'s referral level and the manufacturer\'s consumer loss rate will affect the quantity of manufacturer\'s product; further analysis finds that the consumer\'s loss rate meets a certain range, which can maximize the product quantity of manufacturer\'s. For manufacturers, referral is better than no referral, and in most cases, manufacturers prefer non-exclusive referrals. Meanwhile, through the analysis of the equilibrium solution, some management suggestions that are meaningful to the manufacturer\'s referral arStrategy Selection of Manufacturer in the Presence of a Private Label Retailere obtained.