隨著物流系統以及行銷策略的進步，零售業者逐漸朝連鎖化、多樣化與大型化的趨勢發展，而大型零售商店逐漸成為通路上之領導者。具通路優勢的零售商由於有豐富的市場經驗，了解顧客的需求，因此越來越多零售商紛紛投入自有品牌的開發，希望從中獲取利潤。當具有通路優勢的零售商想提供更優質的產品給顧客時，便有可能尋找零售店內架上的知名品牌商委託製造，因此零售商對各全國性品牌零售價格的制訂以及自有品牌的定位，是值得探討的議題。
本研究將延伸過去探討自有品牌定位之研究，利用零售商面對兩既有品牌商的競價模型，分析具當通路優勢的零售商，引入其自有品牌對於各品牌所造成的影響，而零售商應如何制訂全國性品牌零售價格及其自有品牌的定位，以創造雙贏甚至三贏的結果。
本研究將引用包含產品差異程度之價格競爭需求函數，以Stackelberg賽局描述零售商為通路領導者之情境，求得全國性品牌與零售商自有品牌之最佳定價，進一步分析在不同環境因子下零售商自有品牌的最佳定位策略，並討論在不同自有品牌定位決策下，環境因子對零售價與批發價的影響，以及引入自有品牌後各廠商獲利的改變。
經本研究分析後證實製造商與零售商在一些市場狀況下合作，可得到雙贏的結果，且此時最佳的自有品牌定位策略為採用模仿合作製造商以外之品牌。而在全國性品牌競爭激烈的情況下，當製造商品牌為非市場領導品牌時，建議製造商主動爭取與零售商的合作，可增加製造商本身產品的市佔率。

Due to the progress in logistics and marketing strategy, the trend for retailing is to become chained stored with large scale and provide diverse commodity. Big retailers also mean powerful channel. They have rich market experience and know what consumers need. Therefore these retailers develop their own brand (store brand) and hope to earn more money. When the retailers want to provide premium products with store brand, they will outsource to proven national-brand manufacturers with expertise in product development and manufacturing. However there are conflicts between store brand and national brand. The retailers sell not only store brand products but also national brand products. How to set the price for the national brand and position the store brand with pricing strategy is a very meaningful topic.
This study extends past research in positioning store brand. A game theory-based pricing model is constructed for one retailer vs. two manufacturers for analyzing the profit of three parties when the powerful retailer introduces store brand. This study also addresses how to position store brand and set price to create “win-win” or even “win-win-win” result.
The research applies Stackelberg model with price-competition demand function to describe the scenario. The model can provide the optimal store brand pricing and positioning. Moreover, under different environmental factors, the best positioning strategy is analyzed. We also discuss, under different pricing strategy, how environment factors affect retail price and wholesale price as well as profit change.
This study points out the cooperation of retailer and manufacturer can achieve win-win resolution. The best positioning strategy is to outsource the national-brand manufacturer to produce or imitate other manufacturers’ products. Also for non-leading manufacturers, under strong competition, they should aggressively cooperate with powerful retailers to gain higher market share.

Bontems, P., Sylvette, M. and Vincent, R. (1999) Strategic effects of private labels. European Review of Agricultural Economics, 26(2), 47-65.
Choi, S. C. (1991) Price competition in a channel structure with a common retailer. Marketing Science, 10(4), 27 l-296.
Choi, S. C. (1996) Price competition in a duopoly common retailer channel. Journal of Retailing, 72(2), 117-134.
Corstjens, M. and Lal R. (2000) Building store loyalty through store brands, Journal of Marketing Research, 37(3), 281-291.
Cotterill, R. W. and Putsis , W. P. (2001) Do models of vertical strategic interaction
for national and store brands meet the market test. Journal of Retailing ,77(1), 83-109.
Cotterill, R. W., Putsis, W. P. and Dhar, R. (2000) Assessing the competitive interaction between private labels and national brands. Journal of Business, 73 (1), 109-137.
Dunne, David and Chakravarthi Narasimhan. (1999). The New Appeal of Private Labels. Harvard Business Review, 77(3), 41–52.
Hoch, S. J. and S. Banerji. (1993) When do private labels succeed? Sloan Management Review, 34, 57-67.
Ingene, C. A. and Parry, M. E. (1995) Channel coordination when retailers compete. Marketing Science, 14(4), 360-377.
Jeuland, A. P. and Shugan, S. M. (1983) Managing channel profits. Marketing Science,2(3), 239-272.
Kadiyali, V., Chintagunta, P. and Vilcassim, N. (2000) Manufacturer-retailer channel interactions and implications for channel power: An empirical investigation of pricing in a local market. Marketing Science, 19(2), 127-148.
Krishnan, T. and Soni, H. (1997) Guaranteed profit margins: A demonstration of retailer power. International Journal of Research in Marketing, 14(1), 35-56.
Lee, E. and Staelin, R. (1997) Vertical strategic interaction: Implications for channel pricing strategy. Marketing Science, 16(3), 185-207.
McGoldrick, P. J. (1984) Grocery generics: An extension of the private label concept. European Journal of Marketing, 18(1), 5-24.
McGuire, T. W. and Staelin, R. (1983) An industry equilibrium analysis of downstream vertical integration. Marketing Science, 2, 161-190.
Mills, D. E. (1995) Why retailers sell private labels. Journal of Economics and
Management Strategy, 4(3), 509-528.
Pauwels, K. and Srinivasan, S. (2004) Who benefits from store brand entry? Marketing Science, 23(3), 364-390.
Raju, J. S., Sethuraman, R. and Dhar, S. K. (1995) The introduction and performance of store brands. Management Science, 41(6), 957-978.
Sayman, S., Hotch, S. J. and Raju, J. S. (2002) Positioning of store brands. Marketing Science, 21(4), 378-397.
Sethuraman, R. (1995) A meta-analysis of national brand and store brand cross- promotional price elasticities. Marketing Letters, 6(4), 275-286.
Sethuraman, R. and Mittelstaedt, J. (1992) Coupons and Private Labels: A Cross-Category analysis of grocery products. Psychology & Marketing, 9(6), 487-500.
Shugan, S. M. (1985) Implicit Understandings in channels of distribution. Management Science, 31(4), 435-460.
Sriram, S., Chintagunta, P.K and Neelamegham, R. (2006) Effects of brand preference, product attributes, and marketing mix variables in technology product markets. Marketing science, 25(5), 440-456.
Sudhir, K. (2001) Structural analysis of manufacturer pricing in the presence of a strategic retailer. Marketing Science, 20(3), 244-264
Villas-Boas, J.M. and Zhao, Y. (2005) Retailer, manufacturers and individual consumers: Modeling the supply side in the ketchup marketplace. Journal of Marketing Research, 42, 89-95.
Wu, C. C. and Wang, C. J. (2005) A positive theory of private label: A strategic role of private label in a duopoly national-brand market. Marketing letters, 16(2), 143-161
參考網站
台灣家樂福網站 http://www.carrefourpt.com.tw/
美國自有品牌製造協會 (Private Label Management Association, PLMA)
http://www.plma.com/
新浪讀書網 http://book.news.sina.com.cn/nzt/fin/yingguopinpaideqishi/163.shtml