A Study On The Effect Of Develping Private Brand On Relationship And The Quality Between Retailer And Supplier

In the scope of the global market, the development of private brand by retailers has become a widespread phenomenon in the industry. The appearance of private brand, can saying is the result of market forces constantly inclining to retailers. It not only enhances the retailers’strength, but also enhances the retailers’market position. Retailers borrow by the development of private brand to the upstream longitudinal integration, making the relationship from purely vertical customer relationship turn into vertical competition relationship between retailers and suppliers. On the one hand, it strengthens the longitudinal restraint ability of retailers; on the other hand, it also changes the interaction relationship between retailers and suppliers.Although domestic retailers’private brand development is still at the starting stage, in the global market, the development of private brand has brought tremendous challenge and threat to suppliers. In recent years, as a result of the constant conflict between retailers and suppliers, the retailer-supplier relationship has become a hot topic of domestic academic circles. But in the current domestic and international academic research results, the research results of exploring the effect of developing private brand on the retailer-supplier relationship is not much. In view of this problem, relying on the channel theory, game theory and supply chain coordination theory, combining the method of empirical study, mathematical logic and case study, this paper studies the effect of developing private brand on the retailer-supplier relationship respectively from four dimensions of collaboration, channel power, channel game and strategic relations between retailers and suppliers, and examines the effect of developing private brand on the relationship quality between retailers and suppliers in the empirical study.Based on the study localization, this paper experiences the following key steps:First, it completed the dimension definition of the retailer-supplier relationship, identified the four main perspectives of the retailer-supplier relationship, namely collaboration, channel power, channel game and strategic relationship between retailers and suppliers; Secondly, based on the establishing of the whole research frame, this paper found the corresponding research methods for every relationship dimension between retailers and suppliers. Namely, the collaboration and channel power take the empirical research, the channel game takes the mathematical logic, strategic relationship takes the case study research; then, this paper based on the choice of research methods to determine the research path, based on the enterprise top interviews to complete the independent variable scale development, based on the domestic market to complete the empirical survey, and selects Procter & Gamble and Wal-Mart as a object case study; Finally, this paper completes the nationwide sample survey of enterprises and the collection of case material.There are six chapters in this paper; the main contents are as follows:Chapter 1, Introduction. First, this paper introduces the private brand generation and development, then describes the background, basis and significance of the research, establishes the positioning; Next, this paper introduces the main research problems, basic framework and research goal; Finally, this paper states the research process, research methods and innovation points.Chapter 2, Literature review. First, this paper reviews the related theory; then reviews the research of PB and the retailer-supplier relationship; finally, comments on the relational dimension respectively.Chapter 3, the effect of developing private brand on collaborative and channel power. This part is empirical research part, private brand development as independent variables, collaborative level and channel power as mediating variables, relationship quality as the dependent variable, thus constructs the empirical research model, and based on the statistics in the survey to complete the examination of the underlying assumptions.Chapter 4, the effect of developing private brand on retailer-supplier channel game relationship. The part bases on a different channel structural model, researches the effect of the development of private brand on channels game relationship.Chapter 5, the effect of developing private brand on retailer-supplier strategic relationship. This section takes the case study method, observes and dissects the’Bao Ma mode’, and finally concludes the theoretical framework.Chapter 6, Conclusion, discussion and outlook. This section summarizes and discusses the main conclusions, and points out the limitations and expands research directions.The paper studies found that the private brand of domestic retailers is still in the initial stage, but which had already affects the quality of the relationship between retailer and supplier at different levels. The conclusions of this paper as follows:Conclusion 1:The more independence which the private brand had, the bigger effectively improves of the efficiency. And it will be effective in reducing the relationship for conflict, and strengthening in communication and trust.Conclusion 2:With the different from the market of the developed countries, at present, the development of private brand in the Chinese market also has not having the significantly positive influence on the channel power of retailers. But the improvement of the channel power can effectively strengthen the communication、trust and commitment in the relationship between retailer and supplier.Conclusion 3:The development scale of the private brand has the significantly negative influence on the commitment of the relationship; and the independence of the private brand for retailers has significantly positive influence on the trust, commitment in the relationship.Conclusion 4:The development of the private brand can be seen as a kind of retailers channel behavior. And this has changed the both sides of the channel game relationship; and the development of the private brand is not only important means in increasing profits of retailers, but also the important weapon which been used to against the direct channel strategy of manufacturers in marketing.Conclusion 5:The private brand is a "double-edged sword". And the reason is that it will play different leverage role between different choices in the strategic relationship. While, the private brand can promote the strategic cooperation, but can also aggravate the competition between the games. It has become an important means in the adjustment of the strategic relationship.Innovations of this paper are as follows:First, this paper has developed the scale for measuring the private brand development degree.Second, based on the current Chinese marketing, through the empirical study, the paper found that the development of private brand has effect on the collaborative, channel power and the quality of the relationship.Third, the paper has exploring study and tries to answer the influence from the development of the private brand to the relationship between retailer and supplier.