由於生活水平的提升，人們在消費時不只追求產品的功能性，也追求產品的獨特性以從中獲得滿足感、優越感，這樣的產品被稱之為“炫耀性商品”。炫耀性商品在市場中佔據的地位越來越受重視，品牌廠商為了提升自身利益，推出副品牌進入市場與其他廠商抗衡，副品牌提供平易近人的售價是為了吸引特定客群或提供商品給喜歡此品牌但是資金尚不足的顧客，也是提高品牌知名度的關鍵。
本研究提出市場上存在兩炫耀性商品供應商，其中一廠商推出副品牌進入市場，在廠商同時面對內、外部競爭之賽局模型，廠商在訂定價格時不只考量主品牌的利益，也將通路中其他成員像是副品牌和競爭對手的策略納入考量。本研究希望於此情境中決定主品牌與副品牌之最佳商品售價，並比較未推出副品牌之廠商利潤，以期瞭解廠商面臨內部競爭時如何調整商品價格，使得競爭狀況可以有效改善，也提供市場存在仿冒品的情境給廠商參考，讓決策結果能夠更確切的反應出市場的狀況。研究結果顯示，在品牌效應下，商品品質高於競爭對手且顧客對廠商之忠誠度較高時，或者當勢利眼顧客渴望獨特性的程度勝過對商品品質的在意程度時，廠商推出副品牌會增加利潤；此外，廠商主品牌商品的價格會因為商品品質以及品牌效應參數的提升而增加，副品牌商品的價格則會隨著品牌效應參數提升而減少，但會因為顧客對廠商忠誠度提升而增加。

With the rising standard of living, individuals pursue not only product functionality but also product uniqueness to obtain satisfaction and superiority when purchasing conspicuous goods. The role of conspicuous goods gradually gains more attention in the market. Brand manufacturers often introduce sub-brands to the market to compete with other manufacturers and sustain their customer loyalty. A sub-brand often offers products at an affordable price to attract consumers, who favor its main brand products but cannot afford to purchase them, and increase brand awareness. In addition, manufacturers often determine product pricing without consideration of consumers’ purchasing behavior. This study proposes a game-theoretic model, in which two brand manufacturers both offer conspicuous goods in the market, and the incumbent manufacturer introduces a sub-brand to the market and confronts with the internal and external competition. This study investigates the optimal pricing for the products of the main and sub brands, discusses how the incumbent manufacturer adjusts his pricing strategy to effectively ease the competition with the rival manufacturer, and then obtains the equilibrium solution with the aim of maximizing the incumbent manufacturer’s profit. The obtained results indicate that when the quality of the goods is better than its competitors, and customer loyalty is higher than the other, or when the degree that snob desires uniqueness is better than the level that snob concerns about quality, introduction of sub-brand is more profitable.

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