摘要
零售通道费形成机理问题,还是一个未解的理论难题。本文采用多案例的研究方法,以中国8家大型零售商为样本,探讨了这一问题。研究结论为:通道费具有一定的合理性。其形成机理为:零售企业具有利润最大化的动机,在买方市场的情境下,仅凭购销差价难以实现理想利润。为了追求社会平均利润率,零售商将商店逐渐由自己零售的场所拓展为零售交易平台,功能也由零售交易延伸至零售交易服务,并收取各种类型的服务(通道)费,收取的类型和数量受零售商和供应商博弈的影响以及政府政策的限制,最终导致通道费式的零售盈利模式的形成,这种盈利模式反过来又进一步强化了通道费类型的拓展和稳定化。通道费的形成,是平均利润率理论、双边市场理论、市场趋向理论、博弈理论、盈利模式理论和政府规制理论综合作用的结果。同时,这种综合作用对于不同零售业态类型有着不同的表现形式。最后提出了对策建议。
The formation mechanism of retail channel fees is still an unsolved theoretical problem. In this paper, a multiple case study method for the sample of eight large retailers in China was used to explore this problem. The study concluded that presence of channel fee has a certain rationality. The formation mechanism is that retail enterprise has the incentive to maximize profits, and in the context of the buyer＇s market, it is difficult to achieve the desired profit only relying on the purchase and sale price difference. In order to pursue the society average profit margin, retailers gradually expanded the shops to retail trading platform and the function also extends from retail transactions to retail trading services, and receive various types of services （channels） fee, the charge fee types and amount limited by the government policies and the strategies between retailers and suppliers, and eventually lead to the formation of the channel retail fee-profit model, which, in turn, further strengthen the expansion and stabilization of this profit model. The formation of the channel fees is the combined result of the average profit margin theory, the bilateral market theory, the market trends theory, the game theory, the profit model theory and government regulation theory. At the same time, such a comprehensive role has different manifestations deoending on the different tyoes of retail formats. Finally. some suggestions are out forward.
出处
《中国工业经济》
CSSCI
北大核心
2013年第3期124-136,共13页
China Industrial Economics
基金
国家社会科学基金项目"中国百货业演化轨迹及未来走向研究"(批准号10BJY086)
关键词
通道费
零供关系
盈利模式
双边市场
channel fee
retailer-supplier relationship
profit model
bilateral market
