零售业态的差异化和演进:产业组织的视角

零售业态是指零售企业为满足不同的消费需求而形成的不同的经营形态,具有竞争性、互补性、适应性和演进性。在已有的零售业态演进理论的基础上,本文运用产品差异化的理论和模型考察零售企业的竞争行为,指出业态的差异化有利于零售企业市场力量的获取,而且当成本不同时,具有成本劣势的企业具有更强的差异化动机,并以上海市零售业态的差异化作为案例进行实证研究,从产业组织的视角对零售业态的演进提出自己的观点。

Retail Formats Differentiation and Evolution: An Industry Organization Perspective

Retail formats are defined as the different operation patterns in which retail enterprises meet consumers' different demands and they are competitive,complementary,adaptive as well as evolutive.Based on the existing theories concerning retail formats evolution,we firstly apply the product differentiation theory and its model to discuss the competitions among retail enterprises.We propose that retail formats differentiation helps the enterprises obtain market power and that the enterprise with a cost disadvantage has stronger motivation to differentiate its format.Finally,the retail formats differentiation in Shanghai is taken as a case.Thus our viewpoints concerning retail formats evolution are presented in the perspective of industry organization.