中文摘要：

考虑由两个品牌具有纵向差异的制造商和一个零售商组成的供应链系统,运用制造商领导的Stackelberg博弈方法,研究品牌及成本差异系数对供应链参与者的定价和利润的影响机制。研究发现共同零售商偏爱品牌差异较小竞争性较强品牌组合;高档品牌制造商致力于拉大品牌差距,获得较大利润;低档品牌制造商通过尽力缩小品牌差距,同时良好的控制成本来实现利益最大化。

英文摘要：

Considering a supply chain consists of one retailer and two manufacturers with vertical differentiation in brand,the influence mechanism of brand and cost difference coefficients on participants＇prices and profits was studied.The common retailer prefers the brand portfolio with small brand gap between two manufacturers was obtained,namely intensive competition.The premium brand manufacturer should improve his brand level and widen the gap between two brands so as to obtain more profits.The low level brand manufacturer should do his best to narrow the gap and reduce cost to achieve the maximized benefit.