基于零售商主导的纵向约束研究述评

基于零售商主导的纵向约束研究已经引起越来越多的重视,尤其是随着近年来外资零售商迅速扩张并日渐取得我国零售市场的主导权,关于开放国内商品分销市场可能通过产业关联效应产生经济安全风险的讨论,使这一问题成为关注的焦点。本文依据外部性理论,对零售商主导的纵向约束研究进行系统综述,分析各种纵向约束方式的福利效应以及相应的规制政策,以此对我国零售业实施相关的反垄断政策提供一定的理论指导和经验借鉴。     

基于零售商市场势力纵向关系研究的理论综述

近年来,零售商的市场势力和制造商产品的多样化呈上升的趋势,从而导致了纵向市场结构由上游垄断一下游竞争向上游竞争一下游垄断的方向演变。零售商的抗衡力量和对上游的纵向约束是其在纵向结构中权力变动的重要表现。这种纵向关系分为非线性定价下的纵向约束和排他性合约下的纵向约束两个部分,从零售商市场势力的视角对制造商一零售商纵向关系进行系统综述,可为我国零售业的反垄断政策提供理论上的指导和借鉴。     

基于市场势力的主导零售商纵向约束：效应分析与规制思路

买方市场的形成和零售商自身网络化、规模化和集中化发展使得零售商在某种程度上具有了较强的市场势力,这会导致零售商具有实施纵向约束的动机。在四种纵向市场结构下,垄断势力会带来不同的福利损失。通过分析《反垄断法》的基本目标,可以发现,以“过程竞争”和“合理推定”为原则的规制思路有利于解决纵向约束带来的福利损失问题。     

试论制造商与分销商纵向约束的市场关系

从产业组织的纵向约束角度对制造商和分销商(批发商和零售商)的市场关系进行了经济学分析，提出了制造商如何提高纵向约束有效性的思路和途径。     

零售商抗衡势力的理论与实证研究综述

无论是20世纪80年代美国市场沃尔玛与宝洁的“冷战”,还是近年来我国市场上格力与国美的“较劲”,都无可争议地反映了零售商相对于制造商的抗衡势力越来越显著。本文从理论模型、经验研究和实验设计等方面,系统综述了零售商抗衡势力的测度方法及其对消费者价格、产业链绩效和社会福利影响的相关研究进展,以此对我国零售业实施相关的规制政策提供一定的理论指导和经验借鉴。     

论纵向限制竞争行为规制之必要性与措施

目前,我国法学界对横向限制竞争行为研究颇多,但对纵向限制竞争行为的研究则明显不足,我国竞争法对纵向限制竞争行为的规定也几乎是空白。虽然纵向限制竞争行为具有一些积极作用,但其消极影响和对自由竞争的损害也显而易见,因此反垄断立法有必要对其加以规制。欧美等主要国家在规制纵向限制竞争方面已建立了较为成熟的制度,我国应借鉴其立法经验,在立法原则和具体制度上对纵向限制竞争行为作出明确细致的规定。     

权力—依赖结构视角的渠道冲突作用机理与治理思路

将零售商分为两种类型——出于超额收益动机而滥收通道费的零售商1和出于效率动机而合理收取通道费的零售商2,并引入渠道权力一依赖理论探索通道费的收费动机及其对供应商的影响.研究表明:渠道冲突往往出现在向零售商倾斜的权力一依赖结构中,且越向零售商倾斜,冲突越容易出现.零售商1的行为使渠道收益分配不均衡,必然导致渠道冲突;零售商2收取和提高通道费有其合理性,但由于渠道结构不对称,其收费行为将会被供应商虚假感知并导致渠道冲突.治理由通道费引起的渠道冲突,政府应将政策重心放在平衡渠道权力一依赖结构的行业或产业政策上,对通道费则应少规制或不规制.     

大型零售商收取通道费行为的法律规制研究

由于目前我国相关法律的缺位,大型零售商收取通道费的行为很难被现行法律纳入规制的范围。通道费问题愈演愈烈,严重激化了零供矛盾,影响了我国流通经济的健康发展。本文对通道费问题进行了梳理,借鉴经济发达国家治理经验,对我国治理大型零售商收取通道费行为提出了法律规制建议。     

大型零售商收取通道费行为的法律规制研究

由于目前我国相关法律的缺位,大型零售商收取通道费的行为很难被现行法律纳入规制的范围.通道费问题愈演愈烈,严重激化了零供矛盾,影响了我国流通经济的健康发展.本文对通道费问题进行了梳理,借鉴经济发达国家治理经验,对我国治理大型零售商收取通道费行为提出了法律规制建议.     

基于双边市场视角的通道费问题研究

基于产业组织研究领域新兴的双边市场理论,分析了在零售商主导的市场环境下消费者、零售商、制造商三者的利益关系,从理论上证明了大型零售商已经演变为双边市场中的交易平台,并在此基础上构建了主导零售商定价策略模型,研究了通道费的各种影响因素,提出了对通道费进行规制的相关原则。研究结果表明,通道费是大型零售商为平衡制造商与消费者利益而将外部性内部化的重要机制,它具有一定的合理性。     

相对区域市场中零售商竞争及对消费者的影响

本文首先对相对区域市场做了界定,接着分析相对区域市场中主寻零售商的竞争及其对消费者的影响,最后依此提出政府对相对区域市场中主导零售商的规制取向.     

零售企业自有品牌实施的必要性与可行性

零售企业自有品牌在西方发达国家已有几十年的发展历史了,并取得了很大的成功,在今天终端为王的商业时代,更被视为零售业的未来的发展趋势.零售企业发展自有品牌体现了市场经济条件下"以商导工"的市场本质,彰显了"以顾客为中心"的精神,在为顾客提供更为细致、更为个性化的商品和服务的同时,零售企业也塑造了自己的品牌,提高了知名度和美誉度,凝聚了庞大的中小生产商阵容为其提供品种多样、质量可靠稳定的商品,最终为零售企业自身赢得商业竞争中的诸多战略优势.随着我国市场经济的发展,有越来越多的达到一定规模、享有良好商誉的大型零售企业具备了开发自有品牌的条件,中国本土的大型零售企业实施自有品牌战略正当其时.     

The impact of retail format diversification on retailers’ financial performance

For retailers, format portfolio management is a core marketing operation, but has received little attention in the marketing literature. This study analyzes the relationship between format diversification and retailer performance in a global setting, where retailers as part of their geographic expansion process often employ format diversification. The dual strategies of geographic diversification and format diversification substantially complicate the diversification-performance relationship. Using a six year panel data set for leading global retailers, we find a positive impact for geographic diversification, a negative impact for format diversification and a negative interaction for the dual strategies, supporting a single focus diversification strategy. We further show the consistency of our findings using a series of model robustness checks.     

The impact of shopbots on electronic markets

Internet shopbots are automated tools that allow customers to easily search for prices and product characteristics from online retailers. Some market observers have predicted that shopbots will benefit consumers at the expense of retailers. In this view, shopbots will radically reduce consumer search costs and reduce retailer opportunities to differentiate their products; as a result, they will drive retailer margins toward zero. However, a review of the literature suggests that while shopbots may place pressure on retailer margins in some circumstances, retailers retain numerous opportunities to differentiate their products, leverage brand names, set strategic prices, and reduce the effectiveness of consumer search at shopbots. The article closes by identifying significant questions for future research. Michael D. Smith is an assistant professor of information systems and marketing at the H. John Heinz III School of Public Policy and Management and the Graduate School of Industrial Administration at Carnegie Mellon University. He received a B.S. in electrical engineering and an M.S. in telecommunications science from the University of Maryland and a Ph.D. in management science and information technology from Sloan School of Management at MIT. His research relates to the nature of structure and competition in electronic markets and addresses the efficiency of electronic markets, the uses of network effects and lock-in techniques for competitive advantage, and the measurement of consumer responses to retailer differentiation strategies. Prior to receiving his Ph.D., Dr. Smith worked extensively in the telecommunications and information systems industries, first GTE in their laboratories, telecommunications, and satellite business units and subsequently with Booz Allen and Hamilton as a member of their telecommunications client service team. While with GTE, he was awarded a patent for research for applying fuzzy logic and artificial intelligence techniques to the design and operation of telecommunications networks.     

通道费的经济学分析——基于转轨期间中国的案例

从20世纪80年代早期以来,尤其是近10多年来,大型零售商利用其优势地位要求供应商或生产商交纳通道费的现象非常普遍。许多学者对通道费的效应进行了分析,得出的结论分为两类：一类为“效率促进”理论,认为通道费可以提高效率,增加消费者福利,是合理的;另一类为市场势力理论,认为通道费破坏了渠道关系,抵制了竞争,降低了效率。通过推理可以对零售商收取通道费的动因提供解释。由于中国转轨经济的特点,通道费问题在中国表现的更为明显,甚至成为零售商扩张的必然选择,仅仅通过一两部法规对这种行为进行限制无法解决根本问题。因此,在对我国零售商收取通道费的行为实施经济规制时,需要兼顾我国零售业的整体竞争力以及产业效率,采取灵活的措施,建立相对公平健康的竞争环境。     

Price levels and price dispersion within and across multiple retailer types: Further evidence and extension

In this article, the authors develop hypotheses on how prices and price dispersion compare among pure-play Internet, bricks-and-mortar (traditional), and bricks-and-clicks (multichannel) retailers and test them through an empirical analysis of data on the book and compact disc categories in Italy during 2002. Their results, based on an analysis of 13,720 prkce quotes, show that when posted prices are considered, traditional retailers have the highest prices, followed by multichannel retailers, and pure-play e-tailers, in that order. However, when shipping costs are included, multichannel retailers have the highest prices, followed by pure-play e-tailers and traditional retailers, in that order. With regard to price dispersion, pure-play e-tailers have the highest range of prices, but the lowest standard deviation. Multichannel retailers have the highest standard deviation in prices with or without shipping costs. These findings suggest that online markets offer opportunities for retailers to differentiate within and across the retailer types. SDA Bocconi Graduate School of Management Fabio Ancarani (fabio.ancarani@sdabocconi.it) is an assistant professor of marketing at SDA Bocconi University’s School of Management, Milan, Italy. He has been a visiting scholar at the Robert H. Smith School of Business, University of Maryland at College Park. His teaching and research interests are related to marketing strategies in the digital economy. His research has been published in journals such as the theJournal of Interactive Marketing and theEuropean Management Journal. Venkatesh Shankar (vshankar@rhsmith.umd.edu) is a Ralph J. Tyser Fellow and an associate professor of marketing in the Robert H. Smith School of Business at the University of Maryland at College Park. His areas of reseach are e-business, competitive strategy, international marketing, pricing, new product management, and supply chain management. His research has been published or is forthcoming in theJournal of Marketing Research, Marketing Science, theJournal of Marketing, Strategic Management Journal, theJournal of Retailing, theInternational Journal of Research in Marketing, theJournal of Public Policy and Marketing, andMarketing Letters. He is co-editor of theJournal of Interactive Marketing; associate editor ofManagement Science; and serves on the editorial boards ofMarketing Science, theJournal of Marketing, theInternational Journal of Research in Marketing, theJournal of Retailing, and theJournal of the Academy of Marketing Science. He is a three-time winner of the Krowe Award for Outstanding Teaching and teaches Marketing Management, Digital Business Strategy, Competitive Marketing Strategy, and International Marketing (http://www.venkyshankar.com).     

影响零售商与供应商信息共享意愿的行为因素分析

以北京市消费类lT产品零售商进行访谈与问卷调查为基础,对影响零售商与供应商信息共享意愿的行为因素进行了探索性研究和量化分析,验证了信任、渠道权力(强制性权力和非强制性权力)、私人关系、供应商地位和零售商感知等行为因素对零售商信息共享意愿具有明显影响,并辨别了各个因素的影响程度。针对上述行为因素,提出了提高零售商与供应商信息其享意愿的提高信任度,尽量使非强制性权力,慎用私人关系等具体策略。     

Shoplifting: Can it be prevented?

As an exploratory study the survey raised more questions than it answered and a few suggestions for further research have been noted. Most retailers surveyed admitted a shoplifting problem and half of them saw the problem increasing. Although many retailers use preventive techniques, apparently none of the techniques have been totally successful. Most retailers seemed willing to prosecute shoplifters and the adverse publicity to shoplifters alone may act as a deterrent torce (10). Few retailers had any new preventive techniques in mind although most felt that increased convictions would help. A demographic profile of shoplifters could not be identified.