市场力量与市场结构转换——关于规模零售商经营模式转变及其对市场结构影响的分析

Transformation of Market Force and Market Structure-An Analysis of the Change of the Scaling Retailer Management Patterns and Its Influence on the Market Structure

在只有生产商与消费者的市场结构中,生产商之间进行垄断竞争,因产品差异每个生产商都有一定的垄断程度;在有规模零售商的市场结构中,规模零售商的零售业务的目标转变为市场占有或销售量最大化,从而展开了规模零售商之间同质商品的纯价格竞争。规模零售商凭借其渠道力量迫使生产商进行价格减让或收取通道费以支持其价格战。这样由于规模零售商的介入,生产商与消费者之间的价格关系或市场关系发生了变化,消费者能够购买价格更低的商品。

In a dual market structure of producers and consumers, there exists monopolistic competition between producers, and the extent of monopoly varies hecause the qualities of the goods differ. In a market structure including scaling retailers, the retailers＂ goals of retailing business transform to the maximization of the market share or the sales volume, and thus a pure price competition among homogeneous products of retailers occurs. The scaling retailers compel the producers to reduce the price by their channel power, or support the price war by charging channel fees. Owing to these kinds of intervention by the retailers, the price relations and the market relations between the producers and the consumers have undergone a change, and the consumers can buy cheaper goods accordingly.