考虑灰色市场的品牌商销售策略

A Sales Strategy for Brand Owners under Gray Market Conditions

摘要

在灰色市场存在的情形下，品牌商面临销售额分流、品牌形象受损以及市场信任度降低等多重挑战，如何选取合适的销售策略以优化决策、提升利润，成为品牌商亟待解决的关键问题。本文以同时销售两种互补产品的品牌商与灰色市场投机者组成的二级供应链为研究对象，构建了一个以品牌商为领导者的两阶段序贯博弈模型。分析了品牌商的 4 种销售策略，并系统讨论了产品互补程度、市场潜在规模以及灰色产品折扣系数对品牌商利润及最优策略的影响。研究发现，当高价市场中两种产品的潜在规模差距较大、产品互补程度较低及灰色产品折扣系数较高时，品牌商在低价市场应采用纯捆绑销售策略，而在高价市场应采用分开销售策略；反之，在低价市场应采用分开销售策略，在高价市场应采用纯捆绑销售策略。

Abstract

In the presence of a gray market, brand owners face significant challenges, including sales diversion, brand image erosion, and decreased market trust. Selecting an appropriate sales strategy to optimize decisions and improve profits is crucial. This study considers a two-stage supply chain consisting of a brand owner that simultaneously sells two complementary products and a gray market speculator. A two-stage sequential game model with the brand owner as the leader is constructed. In addition, four sales strategies are investigated, focusing on the effects of product complementarity, market potential, and the gray product discount coefficient on brand owner′s profits and optimal strategies. Results indicate that when the potential scale difference between the two complementary products in the high-priced market is significant, product complementarity is low, and the gray product discount coefficient is high, the brand owner should implement a pure bundling sales strategy in the low-priced market and a separate sales strategy in the high-priced market. Otherwise, a separate sales strategy should be employed in the low-priced market and a pure bundling sales strategy in the high-priced market.

关键词

供应链竞争 / 灰色市场 / 品牌商 / 捆绑销售

Key words

supply chain competition / gray market / brand owners / bundling sales

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基金资助

教育部人文社会科学研究规划基金项目(21YJA630016)

中央高校基本科研业务费专项资金项目(23wklj06)

广东省哲学社会科学规划项目(GD23YGL34)

广东省基础与应用基础研究基金项目(2022B1515020081)

广州市基础与应用基础研究专题项目(2025A04J3383)