流通渠道中竞合关系的演化及竞争政策的作用——基于日本家电业案例的分析

文章以日本家电业的流通渠道演化为案例，对渠道主体间纵向、横向双维度竞合关系的内在作用机制及外部因素的影响途径进行考察。渠道纵向关系变化的核心在于交易契约，上下游主体基于契约形成合作关系，而违反或重订契约时则会出现渠道冲突；横向的竞争结构可以影响双方动态博弈中行为选择的成本与收益，因而成为了纵向关系改变的直接原因；生产技术、消费环境等外部因素会通过改变横向关系来推动渠道演变，也可以发挥促进交易关系转变的作用。基于上述机制，以反垄断干预为代表的竞争政策可以从纵向、横向两个方面来影响渠道演变，推动流通环节的合理化进程。

Evolution of Co-competition in Distribution Channel and Policy Implications:Based on a Case Study of the Japanese Home Appliances Industry

Competition policies can be used to influence the evolution of distribution channel and improve its efficiency. This paper studies the intrinsic mechanism of double-dimension co-competition and the path of impact of external factors, by analyzing the evolution of home-appliances distribution channel in Japan as a case, using a framework based on dynamic game and contract theory. It is found that 1) the vertical relation in a distribution channel is heavily dependent on transaction contract, but manufacturers and sellers cooperation and contract renewal may lead to conflicts; 2) the horizontal market structure can affect the costs and gains of the decisions made by channel members who are in a dynamic game, and then exert an influence on the vertical relation directly; 3) The external factors, such as technology, consumption and policies, can change the channel players’ choices directly or indirectly, thus leading to evolution of the distribution channel. Based on the above mechanism,