Research On The Quality Cooperation Negotiation Strategy Of The Private Brand Product

In recent years,there are many supermarkets,marts,specialty stores and convenience stores sell the retailers' private brand(PB)product.The average market share of the PB in the European,United States and Canada hit 35%,19%and 25%respectively.About 60%of the retail enterprises in China are developing and selling its private brand(PB)products.As for the most of retail enterprises,introduction of PB is an inevitable choice to improve the market competitiveness,consolidate the vertical bargaining power and breakes from the era of small profit.However,in the meanwhile of the PB rapid development,the crisis of its product quality sparks consumers to question it.For example,In August 2012,a female customer of the Fujian province died due to the use of unqualified Watsons' private brand face mask.In May 2013,the disposable paper cup of Wal-Mart's private brand"great value" inspection is unqualified.In addition,the private brand product of the children's high chairs of IKEA,the mineral water of Metro's,the Pork Trotter Aspic Jiangsu Style of Carrefour and edible oils of CR Vanguard all have be listed in the quality blacklist published by the regulators of China.The crisis of the PB product quality has become an obstacle for Its long-term sustainable development.The study of PB product quality management is meanfull for the practical.As for the context of PB research,many researchers pay attention form the concept and introduction reasons of PB to the core competitiveness,consumer purchase behavior,concurrence relationship,product pricing,quality orientation and perceived quality of PB.And give full attention to PB quality collaboration.Although The PB quality collaboration belongs to the field of supply chain quality management,its' has some own characteristics too.The popping up of the PB quality issues show that,the effect of directly using of the general supply chain quality management methods are ineffective.In addition,the PB retailer's negotiation power,negotiation strategies and negotiation contracts directly affect the PB product quality collaboration working enthusiasm of the manufacturer during in the process of transformation from marketing type retailer to production and marketing type retailer.The PB product quality research based on non-cooperative game is easy give rise to the double marginal effect problems,based on cooperative game negotiations with good cooperation can better evaluate the performance of PB quality collaboration with the influence of the PB retailers negotiation power change,indicators and strategy selection.At the same time,it can remedy the instability and can't long term of the PB product quality collaboration effects by the irrationality of the total profit distribution under the non-cooperative game.However,from the point of the current research progress,the achievements of the PB product quality management study based on the perspective of negotiations are still lackingThis paper brought the private brand,supply chain quality management and collaborative negotiation together well,investigate the characteristics of private brand product quality collaboration firstly,analysis the roots of the private brand quality problem,obtains the key points of the private brand quality collaboration,proposed the idea and method of private brand product quality management and collaboration based on the good cooperation relationship and negotiation.And then,based on the Nash bargaining game model,considering the factors of the negotiation power and negotiation strategies and incentive quality contract when designing the private brand products quality collaborative negotiation game models,investigates the effect on the private brand product quality performance when considering the negotiation power changing,negotiation clause selection and negotiation sequence,and give out the optimization of private brand product quality collaboration negotiation strategies based on profit sharing and cost sharing contracts.Specifically,the paper makes comparative analysis between consider the negotiation power and not consider negotiation power under the wholesale price,revenue-sharing and cost sharing coordination strategies,proved that the quality coordination strategies of not consider negotiating power is special case of the consider negotiating power,explains the mechanism of the private brand quality collaboration "dual marginal effect" problem when retailers' negotiating power increasing firstly.Second,building friendly negotiate cooperation,mild negotiate cooperation and inactive negotiate cooperation private brand quality collaborative negotiation model by different negotiation clause selection,proved that mild negotiate cooperation and friendly negotiate cooperation can remove the "double marginal effect" problem of the private brand product quality collaboration,friendly negotiatecooperation can the best product quality collaboration which is equivalent to the centralized control strategy and not affected by negotiating power,retailers don't always have the favorable negotiation conditions to choose friendly negotiate cooperation.Again,building the fixed order negotiation,synchronous sequential negotiation and consider priority negotiation private brand quality collaborativenegotiation model by different negotiation order rules,investigate how to use the priority of the negotiation to incent the competition between suppliers and maximize their own profits within the scope of the private brand product quality can be controlled,proved that the synchronous negotiation strategy based on profit compensation proposed is an effective product quality of collaboration of the private brand.Finally,building and optimization the private brand product quality collaborative negotiation game models based on the revenue sharing and quality cost sharing contract,analysis the retailer bargaining power,negotiation strategies,and quality collaboration contract three factors the quality of private brand products under the influence of the composite cross collaborative negotiation strategies contract design and optimization method,prove that retailer bear completely quality cost negotiation strategies is not the best private brand quality collaboration strategy,completely negotiations revenue-sharing strategy is not always retailer's dominated strategy,the quality cost share and revenue sharing quality collaboration based on the profit compensation and the appropriate cooperation sincerity correction can achieve the best private brand quality management.In all,the paper study the emphasis and difficulties of the private brand product quality collaboration in the perspective of supply chain management and product quality negotiation firstly,illustrates the effect of negotiating power,negotiation strategies and quality contract secondly,and give out some solutions to the private brand quality collaboration in the end.It has innovation significance of private brand quality collaboration theory and method,and can give out some suggestion for retailer's private brand product quality collaboration practice.