The Impact of Cross-Industry Brand Product Invasion Considering Product Innovation and Sales Effort

聚焦于某一品牌跨行业入侵时，该入侵品牌和在位品牌在直销模式下的竞争型供应链系统最优定价决策问题，考虑了入侵品牌的产品创新和销售努力以及该品牌在消费者心中建立的品牌信任，构建了四种Stackelberg博弈模型，分析了两种品牌产品的投入市场顺序以及入侵品牌的产品创新和销售努力如何影响两个品牌产品的定价和利润。研究发现，入侵品牌的产品价格通常高于在位品牌同类产品，而两种品牌产品的发布顺序、产品创新以及销售努力对利润有显著影响。对于两种品牌来说，抢先发布产品和跟随发布产品均有可能获得更高的利润。This study investigated optimal pricing strategies in competitive supply chains under direct sales modes during cross-industry brand invasions. Incorporating factors including product innovation, sales efforts by the invading brand, and consumer-perceived brand trust, four Stackelberg game models were developed to examine the effects of product launch sequences, innovation levels, and sales efforts on pricing dynamics and profit distributions. Results demonstrate that entrant brands' products generally command premium pricing compared to incumbent brands’ comparable offerings, while launch sequence, product innovation intensity, and sales effort level exert significant impacts on profitability. For both brand types, strategic timing of product introduction—whether adopting a first-mover strategy or a follower approach—may yield superior profit outcomes under specific market conditions.