Research on Strategies for Enhancing Manufacturers' Resilience Under Competition from E-Commerce Private Brands in the Smart Home Industry

Abstract

Against the backdrop of platform-based transformation in the smart home industry, growing competition from e-commerce private brands and frequent supply chain disruptions have put manufacturers in a dilemma between channel dependence, market competition, quality improvement, and resilience building. To fill the research gap that separates quality competition and supply chain resilience, this paper establishes a two-echelon supply chain game model with a budget constraint, integrating quality investment and resilience investment. Using backward induction, we derive the subgame perfect Nash equilibrium and conduct comparative static analysis. The results reveal a stable proportional relationship between resilience and quality investments, which shrinks under resource constraints, thus restraining quality input. Platform private brand pricing positively motivates manufacturers’ quality investment. Supply chain disruption risks affect platform pricing depending on resilience efficiency, while tight budgets push platforms to lower prices. Resource constraints reduce manufacturers’ profits. This study constructs a quality-resilience coordinated decision framework, reflects realistic resource limits, and deepens the understanding of platforms’ dual identity. It provides managerial insights for manufacturers’ resource allocation and strategic adjustment, and supports platforms in maintaining ecosystem health.