Price and Brand Competition between Differentiated Retailers: A Structural Econometric Model
Price and Brand Competition between Differentiated Retailers: A Structural Econometric Model
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差异化零售商之间的价格和品牌竞争：结构计量经济学模型
DOI：
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发表时间：
2010
期刊：
影响因子：
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通讯作者：
Sandra Jodar
中科院分区：
文献类型：
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作者：
P. Dubois;Sandra Jodar
我们建立了一个连锁零售商之间的竞争模型，对法国超市行业的需求和供应进行了结构性估计。在该模型中，超市在所有食品的价格和品牌提供方面展开竞争，以吸引消费者，特别是通过自有品牌与国家品牌在其所有产品中的份额。自有品牌可以作为零售商的差异化工具，以软化价格竞争。它们可能会影响零售商所有产品的边际成本，因为最终的质量差异，也通过帮助零售商从制造商那里获得更好的条件。通过估计离散-连续的需求选择模型来考虑差异化，在该模型中，渠道选择和总支出是由内生决定的。在供应方面，我们考虑了零售商之间在品牌供应和价格方面的同时竞争博弈，以确定边际成本。通过模拟最大似然估计，结构估计可以模拟需求冲击通过消费者运输成本的增加和两个零售商链之间的合并对零售商链均衡行为的影响。
We develop a model of competition between retailer chains with a structural estimation of the demand and supply in the supermarket industry in France. In the model, supermarkets compete in price and brand offer over all food products to attract consumers, in particular through the share of private labels versus national brands across all their products. Private labels can serve as a differentiation tool for the retailers in order to soften price competition. They may affect the marginal costs of all products for the retailer because of eventual quality differences and also by helping retailers to obtain better conditions from their manufacturers. Differentiation is taken into account by estimating a discrete-continuous choice model of demand where outlet choice and total expenditures are determined endogenously. On the supply side, we consider a simultaneous competition game in brand offer and price between retailers to identify marginal costs. After estimation by simulated maximum likelihood, the structural estimates allow to simulate the effect on the equilibrium behavior of retailer chains of a demand shock through an increase in transportation costs for consumers and a merger between two retailer chains.