生产商主导 还是流通商主导---关于流通渠道控制的产业组织分析

商品流通渠道的分层结构是社会分工的产物,在一定的环境条件下,这种分层结构有助于降低交易费用,提高流通效率.处于流通渠道上的生产商和流通商出于对垄断利润的追求等目的,逐步建立起渠道控制力,形成一系列渠道控制方法.根据控制权的归属,渠道控制可分为生产商控制和流通商控制两种形式.本文力图从理论上对各种渠道控制类型形成的原因以及表现形式作出合理的解释,并就渠道控制权的归属以及转移的规律和趋势作出科学的判断.

Who Lead the Marketing Channel,the Manufacturer or the Distributor?--An Analysis by Industrial Organization Theory

The division of labor gives rise to the structured goods distribution channels. In certain conditions, such struc-tured channel can help reduce transaction cost and improve distribution efficiency. With the development of e-conomy and technologies, the traditional pattern of indirect channel is broken while a new pattern of direct andintegrated channel is taking shape. Direct channel can either be manufacturer - led or distributor - led de-pending on whether the manufacture or the distributor controls it. This paper tries to explain the forms of bothchannel types and the causes for them, and to illustrate how the control power is determined as well as how itis evolved.