An Empirical Study On The Effect Of Developing Private Brand On Collaborative Level Between Retailer And Supplier

In recent years, supply chain collaboration has become the hot spot of the supply chain management research. And similarly, the collaborative problems between retailers and suppliers begin to attract scholars' attention. But with the growing strength of the retailers, private brands pose a threat to manufactures gradually, the collaborative between retailer and supplier is also affected. So, whether the development of private brand impacts the retailer-supplier collaborative relationship? Cause any effects? And to what extent affect the level of collaboration? Retailers should be how to deal with this effect? For those questions, there are no reasonable explanations in the papers currently. This paper is based on the domestic market, and try to answer these questions by an empirical study.This paper summarizes the measure variables of the private brand development degree and the measure factors of the collaborative level, establishes the model between private brand and collaborative level by summarizing the previous research on supply chain collaboration, collaboration relationship, private brand and so on. The author tests the relationship between private brand and collaborative level by empirical data model. Based on the data analysis, the author proposed the conclusion as follows:(1) There are significant differences of the collaborative level between the retailers which has private brand or not. There are markedly negative influences of collaborative level caused by private brand development.(2)The development scale of private brand significantly causes negative impacts on collaborative level. The bigger the development, the lower the coordination level between retailers and supplier.Among them, the negative impacts to information sharing and incentive alignment are remarkable, but not outstanding for decision synchronization.(3)The impact that the process independence of private brand to collaborative level is not significant.(4)There are not significant differences of the impact between the different retailer formats. Innovations of this paper are as follows:First, retailer private brand and its impact to retailer-supplier relationship are the current academic research hotspot, but academicians at home and abroad have yet to develop private brand with the combination of the research of collaborative problem. So this study attempts to use empirical methods to explore the relationship between the two. It will promote the theory research.Second, the present domestic collaboration of measurement mainly concentrated on the final performance measurement. Although the positive role of the collaborative is clearly achieved, how to maintain coordination level is lack of standard. This paper measure the collaborative level by a questionnaire. On the one hand, the collaborative level helps the companies recognize their state of collaboration. On the other hand, it is good for their further improvement and research.