垂直关系中产品信誉效应的博弈分析

当一家厂商的行为或活动对产品信誉造成正面或负面影响后,其他相关厂商也要同时承受正面或负面的后果。在垂直关系中,下游零售商提供劣质服务产生了有损于信誉的负面效应,会对制造商和其他零售商造成更大的损害。而一家零售商提供优质服务增进产品信誉时,他只能在承受全部成本的情况下获得较少的利益。本文的理论模型说明,市场竞争的结果可能会形成零售商只愿意提供劣质服务的态势。通过采取排他性经营区域、排他性交易和拒绝供应等机制安排能够有效地化解损害信誉的行为,既能够保护整个垂直关系相关的厂商,同时也能使消费者得到更多的服务,促进经济活动的效率。

Game Analysis of Product Reputation Effect in Vertical Relationship

After a firm's behavior or campaign has positive or negative effect on product reputation,other relevant firms will undertake the positive or negative effect.In vertical relationship,downstream retailers offer inferior service and cause negative effect to reputation,manufacturer and other retailers will suffer great loss.When a retailer provides high quality service and improves product reputation,it has to bear all the cost but gains less benefit.The theoretical model of the paper illustrates that retailers ari only willing to provide inferior service as a result of market competition.The institutional arrangement,such as exclusive management territories,exclusive dealing and refusal to supply,can settle the behaviors of reputation harm protecting all the relevant firms in the vertical chains,providing more service to consumers,and boosting the efficiency of economic activity.