在流通業縱向發展的潮流中，處於通路末端的批發商或零售商，逐漸開始向上擴 展建立自有品牌商品，以便與製造業者的商品品牌對抗，開拓更廣大的生存空間。然而，目 前卻少有關於零售商自有品牌商品策略的實證或理論分析。本研究建構賽局理論之通路競爭 模型，以了解零售商自有品牌商品策略的致勝因素。研究結果發現，唯有有效擴充「自有品 牌商品銷售量」或是「整體通路銷售量」，自有品牌零售商才可受惠。此結論和實務上自有 品牌商品要能「以量取勝」，或是「帶動整體業績」方能奏效的情形十分吻合。

　　　　　Following the trend of vertical development in the retailing industry, the downstream wholesalers or retailers begin to sell their private brand products to compete with the national brand products of manufacturers. The purpose of this study aims to construct an oligopolistic game theoretical model of channel competition to explore the factors of success of this private brand product strategy. It is shown that if the "sales of private brand products" or the "total channel sales" are sure to increase, the retailers can benefit from the private brand strategy. These conclusions are also in accord with the observed practice.