隨著自有品牌風潮的興起，有越來越多零售商推出自有品牌商品與製造商爭利，並同時提升競價能力。此外，隨著科技的發達與進步，消費者購買產品之途徑不再局限於實體零售通路，可以透過網路通路亦或電視購物頻道購買商品，在市場上呈現多通路之商品競爭。本研究係以單一製造商透過單一零售商販售NB(National Brand)商品之模式，雙方成員皆擁有其競爭策略，在零售商方面可以選擇是否行使自有品牌策略；在製造商方面可以選擇是否建立網路通路販售商品，本研究以賽局理論作為推論基礎，探討以下四個模型，分別是雙方皆不行使策略、僅零售商推行自有品牌策略、僅製造商行使網路通路策略與雙方皆行使策略。

本研究係以Hotelling模型建構供應鏈之市場競爭，並在第四章的參數分析探討不同情境參數對於製造商與零售商的競爭策略及獲利之影響。本研究指出零售商推行自有品牌策略必須釐清商品的市場定位，倘若已將自有品牌商品定義為該類產品別之替代品，零售商無須隨商品品質提升而提高商品價格，否則容易喪失消費者的價格青睞；製造商推行網路通路策略必須多加注意成本控制，消費者傾向購買網路通路商品之主要因素為網路價格普遍較零售價格低，倘若高成本反映至網路通路之商品售價，容易導致製造商喪失行使網路通路策略之優勢。

With the rise of Store Brand trend, more and more retailers introduce Store Brand products to compete with the manufacturer for profit. This strategy not only increases retailers' profits, but also promotes retailers' tendering abilities. Furthermore, the consumption is no longer limited in the retail channel due to the developed and advanced technology. People can purchase products through TV shopping or on-line shopping. Therefore, the competition in products of multiple selling channels occurs in the market. This research develops the model in which a single manufacturer sells National Brand products through a single retailer. Both of the bilateral members have their own competitive strategies. From the point of view of the retailer, he can decide whether to develop Store Brand products or not. However, for the manufacturer, he can decide if he develops the internet channel to sell National Brand products. Based on the game theory, this research discusses four models respectively: Both of two sides do not adopt strategies; only the retailer adopts the store brand strategy; only the manufacturer adopts the internet channel strategy; and both sides adopt strategies.

This research is based on Hotelling model to build the market competition of supplying chains. We discuss the different situational parameters regarding the manufacturer's and the retailer's competition strategies and profits. This research points out that the retailer adopts the store brand strategy must clearly define products' positions in the market. If the retailer has defined the Store Brand products as National Brand products' substitutes, the retailer does not need to raise the products' price along with the products' quality, or the retailer is easy to lose consumers' favor. The manufacturer adopting the internet channel strategy must pay attention to the control of cost. Consumers prefer to purchase the products through the internet channel because the prices are lower than those in the retail channel. If the high cost reflects upon the price of products in the internet channel, it easily makes the manufacturer lose the superiority of adopting the internet channel strategy.

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