Strategic Game Analysis Of The Automotive Parts Retailer's Private Brands' Impact On Retailer And Manufacturer

China's rapidly growing automobile industry leads to the rapid development of automotive industry. Automotive parts retailers are becoming stronger. With the improvement in the level of the retail industry as well as the intensification of industry competition, after the retailer having a certain scale, capital and management expertise and so on, in order to search for new profits points, it's possible that more and more retailers trying to extend their management to the production domain through reverse integrative strategies beginning to exploit Private Brands when saling other national brands products. On the one hand, the retailers can gain profits for saling national brands. One the other hand, the retailers can establish brand effect and gain profits through saling private brands products produced by other manufacturers. The paper is to grasp the relationship between private brand and national brands.In the one retailer and two manufacturers' distribution channel, the paper analyzes the introduction of the private brands' impact on the retailer and the manufacturers based on game theory. The process of the game is the two manufacturers and the retailer's game respectively and it belongs to either game. The retailer sells the two national brands products before the introduction of the private brands. After the introduction of the private brands, the retailer sells not only the national brands products but also the private brands products. At first, the paper gives out the relationship between the prices and the demand, establishes the models of the retailer and the manufacturers based on game theory and solves the models using the Stackelberg game theory. Then the paper analyses each parameter's impact on the price, demand and profits of the retailer and manufacturers and analyses comparatively the profits of the retailer and manufacturers before and after the instruction of the private brands using math theory, matlab drawing and numerical simulation. At last, the paper applies emulated data to the correctness the model and analysis of the model.