Research On Quality Control Incentive Mechanism Of Private Brand Products Based On Evolutionary Game

At present,through the implementation of its own brand strategy,retailers not only improve their market influence,but also effectively improve their control in the retail supply chain,which makes their own brands gradually become the focus of the retail industry.However,many first-tier retailers such as Wal-Mart,Tesco,Carrefour and other private label products have experienced quality problems,making the quality level of private label products a target of many consumers' blame,thereby hindering the development of private labels.Since the private label products and the manufacturer's brand products in the retailer's supply chain are in a competitive relationship,the quality of the private label products will lead to increased competition within the supply chain,which will reduce the sales revenue of the manufacturer's brand products.Under such conditions,retailers must adopt effective incentive mechanisms to encourage manufacturers to conduct quality control,thereby ensuring the quality of their private label products and the coordination and stability of the supply chain,and achieving mutual benefit and win-win in the supply chain.Firstly,the research background and significance of this paper are discussed in the introduction part.At the same time,the domestic and foreign related research on private brand and the quality control from the perspective of supply chain was combed and summarized.Based on the shortcomings of the existing research,the research content of this paper is proposed.In the relevant theoretical part,the concept and theory of private label,evolutionary game and supply chain quality control are expounded in the paper,which provides theoretical guidance for the later research.Secondly,by constructing the evolutionary game model of the quality control strategy of private label products,this paper considers the existence of supervision and punishment mechanism,studies the strategy choice of quality control of private label products,and through the analysis of the evolutionary game results and influencing factors,the key factors that restrict the quality control of private label products have been found.Then,three incentive mechanisms,namely,fixed reward,quality control cost sharing and revenue sharing,are introduced.The evolutionary game model is established to compare the impact of different incentive mechanisms on the evolutionary game of quality control of private label products.Finally,the simulation model is built by MATLAB,and the evolution of each equilibrium point and the evolutionary game results after introducing different incentives are simulated to verify the validity of the analysis conclusions,and the countermeasures are given for retailers and manufacturers for different situations.